“Do you love brand?”-The Congruence between Customer Self-concept and Brand Image
碩士 === 國立臺北大學 === 企業管理學系 === 106 === Firms build up customers’ special affection toward their brand by using the connection between brand image and customer self-concept and then generate brand love, positive word of mouth and brand loyalty. This study is to use the case of apparel industry, with...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/k2xv94 |