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浅析消费者态度对名人代言品牌效果的影响

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摘要 名人代言品牌是为了提升消费者对待品牌的态度及购买产品的意向。为了取得好的代言效果,有必要从消费者(即广告受众)心理出发,研究如何调动其消费心理并使其转换成现实行动。本文重点从消费者对待名人态度角度来研究其代言品牌的效果。
作者 袁瑞贤
出处 《现代商业》 2010年第32期182-182,共1页 Modern Business
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参考文献4

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