Making Purchase Decisions for Themselves or for Others on Preferences for Hedonic or Utilitarian Products: The Moderating Role of Cause Related Marketing Campaign
碩士 === 國立交通大學 === 管理科學系所 === 105 === Prior research shows that people feel more guilt when they purchase hedonic products than utilitarian products. The present research uses experimental design to test the effect of campaign types (traditional marketing vs. cause-related marketing) and decision tar...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/3cgt63 |