The Congruence between Brand Personality and Self-Concept and its Effect on Consumer’s Attitude towards Online Shopping Stores
碩士 === 國立交通大學 === 傳播研究所 === 102 === This study adopted brand management theory as the theoretical framework to examine the congruence between brand personality and self-concept and its effect on consumers' brand attitudes and purchase intentions. An online survey was adopted to collect data for...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/93wtwk |