The Types of Celebrity Endorsements Impact on Purchase Behavior: a Case of Online Games
碩士 === 明新科技大學 === 資訊管理系碩士班 === 103 === This study aims to explore different types of celebrity endorsements between the type of likeability to gain attractiveness and purchase behavior intentions from online game players’ perception. This is a pilot study via experimental method, based on a theoreti...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/83r57p |