How mood and product involvement influence consumer knowledge transfer in brand extension
碩士 === 東吳大學 === 心理學系 === 96 === This study examines how mood and product involvement influence consumer knowledge transfer in brand extension. Previous research found consumers in positive mood not only perceive parent brand and extension products as more similar but also give better evaluation for...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ff2j25 |