Effects of Brand Image, Online Word-of-Mouth, and Price Discount on Consumer’s Buying Intent—Mobile Phone Industry as the Example
碩士 === 國立臺北大學 === 企業管理學系 === 96 === Many researches refer that brand image and word of mouth both influence customers’ perceived quality and perceived risk, and therefore further affect customers’ purchase intention. However, seldom researches mention the interaction between brand image and word of...
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| Format: | Others |
| Language: | zh-TW |
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2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/26377617053958430352 |