The Effect of Product Similarity and Corporate Sponsorship on Blog Marketing
碩士 === 國立成功大學 === 企業管理學系專班 === 97 === This study investigates how product information similarity, corporate sponsorship and their interaction effect influence blog equity, message credibility, consumers’ attitudes and purchase intention. The concept of brand extension and brand alliance is adopted t...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/70020523979860568684 |