The Influence of Self-image and Brand Image Consistency to the Buying Tendency of the Automobile: The Moderating Effect of the Social Desirability.
碩士 === 東吳大學 === 心理學系 === 101 === The purpose of this study is to verify the predictive power of self and brand image consistency on buying intention of automobile. Since the automobile is high ego-involved product, we predict that consumer will buy the product which could match self-image. For thos...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/f9c8p8 |