The celebrity endorser effects : an examination of source characteristics on brand image building for consumer goods products

• 主要作者: Phang, Ing
• 格式: Thesis
• 语言: English; English
• 出版: 2001
• 主题: Branding (Marketing); Brand name products; Brand name products - Valuation - Management
• 在线阅读: http://psasir.upm.edu.my/id/eprint/77913/1/t%20GSM%202001%2014%20%281900118318%29.pdf; http://psasir.upm.edu.my/id/eprint/77913/

When a consumer chooses a certain brand, many factors actually influence his or her purchase decision. Marketers would like very much to attribute this to the influence of promotion, but other Ps for instance distribution (place), product itself and price are also play their part in influencing a pe...