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

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...

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书目详细资料
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
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