The Effects of Advertisement Endorser and Cultural Congruence between Products and Endorsers on Advertising Attitude and Purchase Intention: The Moderating Effects of Involvement and Persuasion Knowledge
碩士 === 東海大學 === 國際經營與貿易學系 === 103 === International trade has become the core of the world economy. With the development of international trade, multinational corporations have increased much more. When a multinational company trying to enter unfamiliar markets, using endorser in advertising has alr...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/cjes8x |