Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/135843


Title: Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition
Authors: 陳冠儒
Chen, Kuan-Ju 
Lin, Jhih-Syuan 
Contributors: 企管系
Date: 2021-04
Issue Date: 2021-06-17 14:16:31 (UTC+8)
Abstract: Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing.
Relation: European Journal of Marketing
Data Type: article
Appears in Collections:[企業管理學系] 期刊論文

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