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...
Main Authors: | Tsai-Chieh Lin, 林彩婕 |
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Other Authors: | Hui-Yi Lo |
Format: | Others |
Language: | en_US |
Published: |
2013
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Online Access: | http://ndltd.ncl.edu.tw/handle/92249533366393945983 |
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