The effect of hedonic vs. utilitarian products endorsed by elderly endorsers on Advertising Effectiveness
碩士 === 國立臺灣師範大學 === 社會教育學系 === 105 === In the coming of aged society, more marketers adopt the elderly as endorsers. This study aimed at examining the ad effectiveness of hedonic products and utilitarian products endorsed by elderly endorsers. Furthermore, the study adds gender, popularity and natio...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/h732v8 |