擬人化品牌

探討品牌擬人化對知覺價值影響之研究 : = 以消費者權力階層及產品類型為調節效果 = Exploring the Effect of Brand Anthropomorphism on Perceived Value : the Moderating Effects of Consumer Power Class and Product Type / by: (Language materials, printed)

擬人化品牌

消費者特性

brand role

utilitarian products

hedonic products

品牌角色

anthropomorphic brand

onsumer characteristics

consumer power

消費者權力

享樂型商品

實用型商品