Effectiveness of endorsement in context of self congruency.

Effectiveness of endorsement in context of self congruency.

Celebrity endorsements have been traditionally hailed to be more effective than other types of endorsers. However, there are increasing examples of successful advertisement campaigns that did not employ Celebrities, which leads us to rethink if this theory still holds true in the evolving business w...

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書目詳細資料
Main Authors:	Yew, Leiching., Li, Weiliang., Lee, Benjamin Kwok Boon.
其他作者:	Ng Sok Ling, Sharon
格式:	Final Year Project
語言:	English
出版:	2010
主題:	DRNTU::Business::Marketing::Consumer behavior
在線閱讀:	http://hdl.handle.net/10356/21204
標簽:	添加標簽沒有標簽, 成為第一個標記此記錄!

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