The Effects of Product Placement Types, Product Categories and Locus of Control on Brand Attitude and Purchase Intention
碩士 === 東吳大學 === 企業管理學系 === 103 === To enhance the brand image of a product, product placement is one of the useful and important marketing tactics for companies. This research aims to investigate the effects of different product placement types (prominent placement/ subtle placement), product catego...
| 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/2qx3cd |