The Effect on Consumers Purchase Intention and Brand Identity by Product Placement and Celebrity Endorsements-Using the Moderator of “Korea Philia"
碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 104 === This study investigates the influence of Korean wave or “hallyu” on consumption of cosmetics with the rise of Korean Philia, Korean cosmetics rise in Taiwan domestic market, the amount of import from South Korea in slowly pulled up, however it’s the fastest g...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/r649hh |