The Effect of Celebrity Endorsement on Consumers\' Willingness to Purchase - Advertising Appeal and Product Involvement as Moderators
碩士 === 國立彰化師範大學 === 企業管理學系 === 107 === This study mainly explores the relationship between celebrity endorsements and consumers' willingness to purchase. In order to gain a foothold in consumers' minds, various companies attempt to use a variety of advertising methods to influence consumer...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/864e5y |