Effects of Celebrity Endorser\'s Credibility and Brand Personality on Purchase Intention of Smartphone

碩士 === 元智大學 === 經營管理碩士班(企業管理) === 107 === Due to fierce competition in the smartphone industry, companies nowadays advertise their products using celebrity endorsement. However, it is crucial that smartphone companies select an endorser who has the right qualities to fit best with their brand person...

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Bibliographic Details
Main Authors: Natasha Aprilia, 鄧淑晴
Other Authors: Jonathan Chien-Te Ho
Format: Others
Language:en_US
Published: 2019
Online Access:http://ndltd.ncl.edu.tw/handle/4632z2