The antecedents of brand passion: An empirical study of Apple fans
碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === The objective of this research is to investigate whether self-esteem, materialism, self-brand connection, and status consumption are the antecedents of brand passion. According to observations, Apple fans display passionate behaviors to show their int...
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| Format: | Others |
| Language: | en_US |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/92249533366393945983 |