The influences of WOM on Emotional Brand Attachment and Purchase Intention: Moderating by Product Involvement and Public Self-Consciousness
碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 100 === Word of mouth (WOM) is the channel of communication which zeros in on reducing perceived risk, and gaining the reputation of specific brand or product to the public through people to people. Therefore, WOM is viewed by customers as a non-business driven messa...
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| Format: | Others |
| Language: | zh-TW |
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2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/33626326464830349085 |