National Changhua University of Education Institutional Repository : Item 987654321/17978
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题名: CEOS AND SPOKESPERSON-PRODUCT FIT
作者: Pai, Fan-Yun
贡献者: 企業管理學系
关键词: Spokesperson;Spokesperson-product fit;Advertisement
日期: 2013
上传时间: 2014-01-22T09:01:32Z
出版者: 彰化師範大學企業管理學系
摘要: Advertisements which feature a well-known spokesperson can be effective in building product image. In recent years, CEOs have increasingly been featured in advertising, but there has been little research into the effectiveness of this approach. Previous studies find that to achieve the best effect, there needs to be a good fit between the spokesperson and product being advertised. However, does the concept of spokesperson-product fit apply when a company uses its CEO in its advertising? The purpose of this research is to investigate whether it is true that a certain type of spokesperson is more effective for a certain type of product, and whether CEOs can only be effective advertising spokespeople for specific products. An experimental design is used to test the hypotheses. The managerial implications of the results are provided, and these may help firms to choose more suitable spokespersons and thus have more effective advertising.
關聯: Review of Global Management and Service Science, 3: 1-6
显示于类别:[全球管理暨服務科學評論] 第三卷

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