The Effects of Source Credibility of Celebrity Endorser and Celebrity Endorser Product Fit on Purchase Intention of Luxury Brand – The Mediating Effect of Endorser’s Persuasiveness
碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 107 === As the growth of luxury brands consumptions, the market became more and more competitive. We could see there are a lot of companies use various ways in the advertisement, especially using celebrity endorsement. This way indeed not only increases the profit...
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| Format: | Others |
| Language: | en_US |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/h8qhbh |