How severity of negative event, source credibility, and level of brand attachment affect consumers' attitude and product evaluation changes
碩士 === 國立政治大學 === 國際經營與貿易研究所 === 99 === Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level a...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/63208968445133465441 |
