celebrity endorsement utility

Chapter four analyzes celebrity endorsement utility in celebrity advertising and builds the celebrity endorsement utility function. Firms can use this function to choose the most proper celebrity endorser in an advertisement.
最后結(jié)合安踏案例的實(shí)證研究得出價(jià)格、廣告和名人效用一起構(gòu)成了名人廣告中傳遞質(zhì)量信息的信號(hào)的結(jié)論。