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https://ah.lib.nccu.edu.tw/handle/140.119/135843| 題名: | Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition | 作者: | 陳冠儒 Chen, Kuan-Ju Lin, Jhih-Syuan |
貢獻者: | 企管系 | 關鍵詞: | Anthropomorphism; Need for cognition; Need for belonging; Parasocial interaction;\r\nBrand attachment; Brand experience | 日期: | Apr-2021 | 上傳時間: | 17-Jun-2021 | 摘要: | 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. | 關聯: | European Journal of Marketing, Vol. 55 No. 8, pp. 2174-2200 | 資料類型: | article | DOI: | https://doi.org/10.1108/EJM-07-2018-0471 |
| Appears in Collections: | 期刊論文 |
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