A Study on the Relationship between Brand Fit, Brand Image, and Purchase Intention-The Merger Case of Cathay Financial Holdings Company and United World Chinese Commercial Bank
碩士 === 國立交通大學 === 經營管理研究所 === 98 === This study focuses on the relationship between brand fit, brand image and purchase intention in the case of merger and acquisition. Besides, this study discusses the intermediate effect of brand image. The purpose of this study is to give a reference for firms to...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/65322174462940209900 |