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Title: 廣告代言人之陪伴者的真實性與知名度對廣告效果之影響
How the authenticity and popularity of the partners of the endorsers affect Advertising effectiveness
Authors: 王楷馨
Contributors: 張卿卿
Keywords: 代言人
Date: 2017
Issue Date: 2017-10-02 10:22:39 (UTC+8)
Abstract: 過去名人代言人的學術研究多專注於代言人本身,而忽略了部分廣告中,除了代言人外,還會有一位或是數位「陪伴者」。本研究將探討陪伴者「真實與否」是否會影響代言人組合的信賴感與廣告效果;以及陪伴者「知名與否」是否會影響代言人組合的喜好度與廣告效果,此外,並以產品特性(搜尋特性和體驗特性)作為研究之調節變項。
Reference: 中文部分
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Description: 碩士
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Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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