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최고경영자(CEO)모델의 광고효과에 관한 연구 : 모델의 유형 및 제품관여도의 상호작용을 중심으로A Study on the Effects of CEO Spokesperson on the Consumers’ Product Attitudes and Purchase Intention.
- Other Titles
- A Study on the Effects of CEO Spokesperson on the Consumers’ Product Attitudes and Purchase Intention.
- Issue Date
- 2006
- Publisher
- 한국광고홍보학회
- Keywords
- CEO모델; 유명인모델; 일반인모델; 제품관여도; 광고모델 유형; CEO spokesperson; celebrity; typical consumer; source credibility; CEO spokesperson; celebrity; typical consumer; source credibility
- Citation
- 한국광고홍보학보, v.8, no.4, pp.302 - 330
- Journal Title
- 한국광고홍보학보
- Volume
- 8
- Number
- 4
- Start Page
- 302
- End Page
- 330
- ISSN
- 1738-2475
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Related Researcher
- Yi, Chull Young
- Graduate School of Advertising & Public Relations (Advertising & Public Relation)