The Influence of Brand Anthropomorphization in Negative Publicity
碩士 === 國立中興大學 === 行銷學系所 === 103 === Most of prior literatures indicated that the using of anthropomorphization creates more favorable consumer reactions and thus enhances brand performance; however, a research yet noticed that priming anthropomorphization would put brands at risk. Hence, the present...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/37473129486720790700 |