The Influence on Types of Endorsers to Advertising Effectiveness - The Moderating Effects of Product Knowledge and Involvement
碩士 === 東海大學 === 企業管理學系碩士班 === 103 === The purpose of this study was to examine the advertising effectiveness of different types of spokesperson. Besides, this study investigate the moderating effects of product knowledge and involvement. The author conducted experiment design. There were three par...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/gw4crx |