The Effects of Congruity between Self and Brand Personality and Consumer Fantasy on Brand Preferences
碩士 === 國立政治大學 === 企業管理研究所 === 95 === The main purpose of this research is to investigate the effects of real-self congruity, ideal-self congruity, and consumer fantasy on consumers’ brand preferences. Furthermore, the research divided real-self congruity and ideal-self congruity into five dimensions...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/49563419199598464017 |