The Relationship between Brand Personality and Team Identification—CPBL Team as an Example
碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 97 === This study attempts to explore how to enhance CPBL team’s identification by means of brand personality. Specifically, we focus on the antecedents of brand personality (i.e., CIS, player’s image, and parent company’s image) and its consequence (i.e., fan’s iden...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/39290931207243142023 |