How Do Endorsers Influence Consumers’ Decision-Making Process? An Investigation of Moderating Effects of Consumers’ Characteristics and Product Categories
碩士 === 國立臺北大學 === 企業管理學系 === 103 === Researches about endorser have been widely discussed in marketing. Therefore, the main purpose of this study is to investigate how the characteristics of endorsers influence consumers and the moderate effect of consumers’ characteristics and product categories....
| 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/2e4raj |