The Effects of Negative Information of Endorser on Product Attitude, Purchase Intention and Spokesperson Credibility
碩士 === 國立交通大學 === 管理科學系所 === 103 === The use of celebrity endorsers has become one of the most prevalent marketing tools in marketing. The current popularity of celebrity endorsements can be attributed to the numerous benefits companies have seen by utilizing this form of advertisement. For insta...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/99041841887251231201 |