A Study of Celebrity Endorsement as Airlines’ Marketing Communication Strategy
碩士 === 國立臺灣海洋大學 === 航運管理學系 === 103 === This study aims to investigate the benefits of celebrity endorsement as airlines’ marketing communication strategy. Based on Theory of Source Credibility, this study examines how perceived credibility of celebrity endorser, attitude toward the endorsed brand, a...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/25206140405959756792 |