哀兵與優勢者品牌傳記的相對效果: 以品牌概念形象, 產品知覺身體風險為干擾
周軒逸， 許婷媛 - Journal of Business Administration (1025 …, 2018 - search.ebscohost.com
摘要用故事打造品牌是行銷策略中常見的方式, 而近年更興起哀兵品牌傳記的行銷手法.
本研究旨在比較哀兵及優勢者品牌傳記, 對於消費者品牌認同, 信念, 態度 …
本研究旨在比較哀兵及優勢者品牌傳記, 對於消費者品牌認同, 信念, 態度 …
The Comparative Effects of Underdog and Top-Dog Brand Biographies: The Moderation of Brand Concept Images and Perceived Physical Risk of Products
HY Chou, TY Hsu - Journal of Business Administration, 2018 - search.proquest.com
Using the power of stories to create outstanding brands is a common marketing strategy. In
recent years, a new marketing tactic, the" underdog brand biography," has been proposed …
recent years, a new marketing tactic, the" underdog brand biography," has been proposed …