| dc.contributor | 企管系 | - |
| dc.creator (作者) | 朱怡亭; 陳冠儒 | - |
| dc.creator (作者) | Chu, Yi-Ting;Chen, Kuan-Ju | - |
| dc.date (日期) | 2025-07 | - |
| dc.date.accessioned | 2025-06-05 | - |
| dc.date.available | 2025-06-05 | - |
| dc.date.issued (上傳時間) | 2025-06-05 | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157252 | - |
| dc.description.abstract (摘要) | This study explores how the sufficiency of curiosity solutions moderates the effects of curiosity on brand attitude and engagement. Results indicate that when curiosity solutions are insufficient, curiosity negatively affects brand attitude, while sufficient solutions enhance brand engagement. These findings highlight the importance of meeting consumer expectations in curiosity-driven marketing. | - |
| dc.format.extent | 135 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 2025 Global Marketing Conference, Global Alliance of Marketing & Management Associations | - |
| dc.title (題名) | Why curiosity solutions matter: Moderating the impact of curiosity on brand attitude and engagement | - |
| dc.type (資料類型) | conference | - |
