Kawaii Works?Impacts of Brand-Customer Relationship and Message Tone on Advertising Effects of Spokes-Character
碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === More and more brands want to create their own spokes-characters. Compared with endorsers, spokes-characters can be fully controlled by marketers and are considered as less risky in brand strategy. Previous research shows that a cute face is perceived as more t...
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| Format: | Others |
| Language: | zh-TW |
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2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/88337c |