Thesis Database Year: 2020 - 2021 2 termProgramme: B.S.Sc. in Psychology Supervisor: Winton Wing-Tung AU Student name: HoTung FOK Thesis title: The Interaction between Familiarity and Expertise of Performers and Fans Status: How do Drama Fans and Nonfans React to the Presence of Celebrity in a Drama? Keywords: Celebrity endorsement, Purchase intention, Drama Attributes Participants: 214 participants were recruited through mass mail of the CUHK Measures: Readiness-to-Receive scale, Multidimensionality of Celebrity Image scale, Purchase intention scale Measures abr: NULL Abstract: abstract/2020-2021BSSc/FokHoTung_abstract.pdf
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