政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/3787

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政大典藏 > College of Commerce > Department of International Business > NSC Projects > Item 140.119/3787

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3787

Title:	名人商品與產品置入推廣策略效果之研究
Other Titles:	Studies on the Effectiveness of Celebrity Merchandise and Product Placement
Authors:	邱志聖
Keywords:	名人商品;產品置入;推廣策略;行銷策略 Celebrity merchandise;Product placement;Promotion strategy;Marketing strategy
Date:	2003
Issue Date:	2007-04-18 16:36:08 (UTC+8)
Publisher:	臺北市：國立政治大學國際貿易學系
Abstract:	The purpose of this study is to investigate the relative influence of attitudes toward the act, perceived norm, and perceived behavioral control on Taiwanese adolescents` purchase intention toward the merchandise of a celebrity when adolescents possess different levels of celebrity worship. The results showed that the effects of attitude toward the act and perceived behavioral control on purchase intention toward the merchandise of a celebrity were stronger for adolescents in the celebrity worship group than for adolescents in the celebrity non-worship group. On the other hand, the effects of perceived norm on attitude toward the act and purchase intention was stronger for adolescents in the celebrity non-worship group than for adolescents in the celebrity worship group.
Description:	核定金額：696700元
Data Type:	report
Appears in Collections:	[Department of International Business] NSC Projects

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