The Effect of eSports Athlete Endorsement On Consumers’ Attitude Toward Ads/Products and Purchase Intention: The case of League of Legend
碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === The eSports industry grows in recent years due to the popularity of MOBA and RTS games. In 2017, the production value of whole eSports market was about 1.5 billion dollars, and it was still increasing. The case of this research, League of Legends (LOL) had attr...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/fqppdm |