The Impact of Brand Equity on Brand Preference and Purchase Intention: The Moderating Effect of eWOM
碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 100 === According to the framework of customer-based brand equity, this study examines the relationships between brand equity, brand preference, and purchase intention. Moreover, there is a further inference that whether the moderating effects exist or not. In the li...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/t48rez |