代言人對廣告溝通效果之研究

A Study of Endorser to Advertising Communication Effectiveness

尤世達(Shih-Ta Yu)

指導教授 ： 黃志文

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00869

摘要

本篇摘要未授權

關鍵字

代言人 ； 廣告溝通效果 ； 產品分類

並列摘要

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並列關鍵字

Endorser ； advertising communication effectiveness ； product classification

參考文獻

童曉君(1999)，『廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響』，私立元智大學管理研究所未出版碩士論文。

Applbaum, R. F. and K. W. E. Anatol (1972), “The Factor Structure of Source Credibility as a Function of the Speaking Situation,” Speech Monographs, 39, 3, pp.216-222.

Baker, M. J. and G. A. Churchill (1977), “The Impact of Physically Attractive Models on Advertising Evaluations,” Journal of Marketing Research, November, 14, 4, pp.528-555.

Bloch, P. H. and M. L. Richins (1983), “A Theoretical Model for the Study of Product Importance Perceptions,” Journal of Marketing (Summer), 47, 3, pp.69-81.

Bloch, P. H. and M. L. Richins (1986), “After the New Wears Off: The Temporal Context of Product Involvement,” Journal of Consumer Research, 13, 2, pp.280-285.