A Study on the Congruity between Brand-image and Self-concept－Exemplified by Adolescents
碩士 === 國立臺北大學 === 企業管理學系 === 93 === The theory of congruity relationship between brand-image and self-concept explains that consumers tend to buy things that are similar to their self concept to maintain and reinforce the concept of themselves. In this period, cell phones have been becoming more and...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90063355144121545559 |