The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention
碩士 === 國立雲林科技大學 === 企業管理系 === 105 === In this study, three experiments were carried out to study the effect of The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention. Through the study of the results found that when the anthropomorphi...
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ndltd-TW-105YUNT01210382019-05-15T23:17:36Z http://ndltd.ncl.edu.tw/handle/3ycu65 The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention 情感依附與馬基維利主義對擬人化品牌角色之調節效果 LU, MEI-YIN 陸美吟 碩士 國立雲林科技大學 企業管理系 105 In this study, three experiments were carried out to study the effect of The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention. Through the study of the results found that when the anthropomorphic brand role (servant / partner) applied in different product product types will have different impact on consumers. Next, when affect attachment on different roles of anthropomorphism brands, the results show that partners has positive impact. And it may be the role of brand will cause the consumer's psychological perception and affect comsumers purchase intention. Finally, the anthropomorphism brand role on differents level of the brand position it may moderating effects between materialism that effect consumer's purchase intention. Jaw, Chyi 趙琪 2017 學位論文 ; thesis 129 zh-TW |
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zh-TW |
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Others
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碩士 === 國立雲林科技大學 === 企業管理系 === 105 === In this study, three experiments were carried out to study the effect of The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention. Through the study of the results found that when the anthropomorphic brand role (servant / partner) applied in different product product types will have different impact on consumers. Next, when affect attachment on different roles of anthropomorphism brands, the results show that partners has positive impact. And it may be the role of brand will cause the consumer's psychological perception and affect comsumers purchase intention. Finally, the anthropomorphism brand role on differents level of the brand position it may moderating effects between materialism that effect consumer's purchase intention.
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author2 |
Jaw, Chyi |
author_facet |
Jaw, Chyi LU, MEI-YIN 陸美吟 |
author |
LU, MEI-YIN 陸美吟 |
spellingShingle |
LU, MEI-YIN 陸美吟 The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
author_sort |
LU, MEI-YIN |
title |
The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
title_short |
The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
title_full |
The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
title_fullStr |
The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
title_full_unstemmed |
The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention |
title_sort |
moderating effects of affect attachment and materialism between anthropomorphized brand roles and purchase intention |
publishDate |
2017 |
url |
http://ndltd.ncl.edu.tw/handle/3ycu65 |
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