The effects of brand story''s dimensions on brand image: How authenticity, narrator and plot affect perceived brand image.
碩士 === 元智大學 === 企業管理學系 === 96 === It has been discovered that many successful brand has well-known brand story and companies tend to tell their story to persuade consumers. Also, it can be derived that what a brand make sense to customers is based in part on the brand story. This study is trying to...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/12127302124239277953 |