The Effects of Brand Story’s Elements on Brand Image: The Moderating Effects of Product Category, Message Appeal,Self Congruity, and Brand Strength
碩士 === 元智大學 === 國際企業學系 === 94 === This research is trying to find the effects of brand story’s elements on brand image, adding the moderating effects of product category, message appeal, self congruity, and brand strength. Through experimental design being 8 (elements of brand story: Places, times,...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/93127887265879958524 |