消費者生活型態對產品涉入程度與品牌權益影響之研究 ---以台灣地區行動電話為例

A Study on Effect of Life Style on Product Involvement and Brand Equity --- A Case of Mobile Phone in Taiwan

陳怡玟(Yi-Wen Chen)

指導教授 ： 鮑世亨

淡江大學/商學院/國際商學碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.01152

摘要

本篇摘要未授權

關鍵字

生活型態 ； 產品涉入 ； 品牌權益

並列摘要

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並列關鍵字

Life Style ； Product Involvement ； Brand Equity

參考文獻

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4. Aaker, David A. and Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, Vol.54, 27-41.

5. Aaker, David A. and Kevin L. Keller (1992), “Interpreting Cross-Cultural Relications of BR and Extension Research,” Journal of Marketing, Vol.10, 55-59.

6. Agarwal, M.K. and V.R. Rao (1996), “An Empirical Comparison of Consumer-Based Measures of Brand Equity,” Marketing Letters, Vol.7, No.3, 237-47.