In the different level of product involvement, the effect of endorser type and endorser credibility on consumer’s perceived risk, perceived quality and search cost.
碩士 === 國立中央大學 === 企業管理研究所 === 95 === Using spokesman to endorse product is a common marketing tactic, because the advertising spokesman communicated with consumers. Besides spokesman can made consumer know the product quickly, spokesman also can improve the uniqueness of brand, advertising effect of...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/43657952309501627462 |