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A.(1989)。Celebrity and Noncelebrity Advertising in a Two-Sided Context。Journal of Advertising Research,29(3),34-42。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 21. | Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research,19(5),63-71。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 22. | Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research,24(5),33-41。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 23. | Hsu, C. 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Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 34. | Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 35. | Kahle, Lynn R.、Homer, Pamela M.(1985)。Physical attractiveness of the celebrity endorser: A social adaptation perspective。Journal of Consumer Research,11(4),954-961。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 36. | Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing,52(3),2-22。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 37. | Keon, John W.(1980)。The Bargain Value Model and a Comparison of Managerial Implications with the Linear Learning Model。Management Science,26(11),1117-1130。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 38. | Brock, T. C.(1965)。Communicator-recipient similarity and decision change。Journal of Personality and Social Psychology,1(6),650-654。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 39. | Levin, L.(1988)。Celebrity licensing gets tougher。Advertising Age,59(5),63-69。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 40. | Maddux, J. E.、Rogers, R. W.(1980)。Effects of source expertness, physical attractiveness, and supporting arguments of persuasion: A case of brains over beauty。Journal of Personality and Social Psychology,39(2),235-244。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 41. | Sherman, S. P.(1985)。When You Wish Upon a Star。Fortune。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 42. | Mills, J.、Harvey, J.(1972)。Opinion change as a function of when information about the communicator is received and whether he is attractive or expert。Journal of Personality and Social Psychology,21(1),52-55。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 43. | Sengupta, J.、Goodstein, R. C.、Boninger, D. S.(1997)。All cues are not createdequal: obtaining attitude persistence under low-involvement Conditions。Journal of Consumer Research,23(4),351-361。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 44. | Till, B. D.、Shimp, T. A.(1998)。Endorsers in advertising: The case of negative celebrity information。Journal of Advertising,27(1),67-82。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 45. | McGinnies, E.、Ward, C. D.(1980)。Better Liked than Right: Trustworthiness and Expertise as Factors in Credibility。Personality and Social Psychology Bulletin,6(3),467-472。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 圖書1. | Perreault, W. D.、McCarthy, E. J.、陳宏仁(2002)。行銷學--放眼全球行銷。台北:西書出版社。 延伸查詢![new window](/gs32/images/newin.png) | 2. | Mills, J.(1969)。Experimental Social Psychology。New York:Macmillan。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 3. | Ogilvy, D.(1963)。Confession of An Advertising Man。New York:Atheneum。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 4. | Kotler, Philip、Ang, Swee Hoon、Leong, Siew Meng、Tan, Chin Tiong(1999)。Marketing Management: An Asian Perspective。Prentice-Hall。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 5. | Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 6. | Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Obvious Change。Yale University Press。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 圖書論文1. | Zeithaml, Valarie A.、Kirmani, Aman(1993)。Advertising, Perceived Quality, and Brand Image。Brand Equity & Advertising: Advertising's Role in Building Strong Brand。Lawrence Erlbaum Associates, Inc.。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 2. | Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | |
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