A Study of Consumers’ Ideal Brand Images in the Use of Zaltman Metaphor Elicitation Technique: Using Ready-to-Drink Coffee as an Example
碩士 === 世新大學 === 傳播研究所 === 92 === In recent years, the research on brand image has gained much attention in both the academia and business world, and a lot of emphasis has been particularly put upon the brand-building from the consumers’ point of view. In this study, we have chosen a very unique pro...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/12953037264686018243 |