Examining negative publicity of celebrity endorsements on purchase intention and repurchase intention
碩士 === 嶺東科技大學 === 企業管理系碩士班 === 105 === The purpose of this study is to investigate the relationship between negative publicity and purchase intention and repurchase intention, using endorser’s credibility as the mediator. We used a 4x2 between subject factorial design with four levels of negative pu...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/d99crm |