The Choice of Anthropomorphized Brand Roles on Self-Gifts:The Influence of Social Support Need and Materialism

碩士 === 國立臺北商業大學 === 商學研究所 === 104 === In this changing social structure, the proportion of single people increased, many industry will use the concept of self-gift in a variety of advertising propaganda and marketing techniques, thus the behavior of self-gifting are becoming more common. In addition...

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Bibliographic Details
Main Authors: Chao,Yi-Chiao, 趙翊喬
Other Authors: Lai, Ming-Cheng
Format: Others
Language:zh-TW
Published: 2016
Online Access:http://ndltd.ncl.edu.tw/handle/5e735e

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