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유명 옹호인(celebrity endorser)의 광고효과에 관한 연구 : VisCAP모형의 검증을 중심으로 : Effectiveness of celebrity endorser in TV commercials : an empirical test of VisCAP model
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- Authors
- Advisor
- 차배근
- Issue Date
- 1998
- Publisher
- 서울대학교 대학원
- Keywords
- 유명 옹호인 ; celebrity endorser ; 광고 효과 ; advertising effectiveness ; 상품 인지 ; brand awareness ; 상품 태도 ; brand attitude ; 가시성 ; visibility
- Description
- 학위논문(박사)--서울대학교 대학원 :언론정보학과,1998.
- Language
- Korean
- URI
- http://dcollection.snu.ac.kr:80/jsp/common/DcLoOrgPer.jsp?sItemId=000000074515
https://hdl.handle.net/10371/57148
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