The Advertising Effectiveness of Spokesperson Types Matching With Product/Service Types: Evidence From Match-Up Hypothesis
碩士 === 義守大學 === 管理研究所碩士班 === 95 === The past research has primarily focused on the impact of spokespersons’ attractiveness or beauty types on advertising effectiveness. In practice, the use of spokespersons is not only based on spokespersons’ attractiveness but also spokespersons’ types. In additio...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/13977321417721571095 |