The Impact of Brand Story-Conflict on Brand Attitude and Trust: The Moderating Effects of Product Type

碩士 === 國立政治大學 === 國際經營與貿易研究所 === 100 === Storytelling is a powerful tool for marketing, with the explosive growth of social media and content marketing, more and more companies have begun to paint a picture of their culture and values toward their target customers through storytelling. According to...

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Bibliographic Details
Main Authors: Wang, Chih Yu, 王之佑
Other Authors: Chiou, Jyh Shen
Format: Others
Language:zh-TW
Online Access:http://ndltd.ncl.edu.tw/handle/825eb4