The Influence of the Likability of Celebrity Endorsers and Brands on Advertising Effect
碩士 === 雲林科技大學 === 企業管理系碩士班 === 98 === The use of celebrity endorsers has been practiced for a few decades and it aimed at increasing message persuasiveness. A number of studies consider that source effect of message deliver from endorsement advertisement consists of two models: the source credibilit...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/80109857292145386436 |