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THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY
Ursula Bougoure,Dominique Greer,Ben Smith 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5
This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).
THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY
Ursula Bougoure,Dominique Greer,Ben Smith 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).