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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/58761

    Title: æ¶ˆè²»è€…個人特質與體驗品品牌權益之研究-以體香止汗劑為例
    Consumers' Personal Traits and Brand Equity of Experiential Products
    Authors: æ¥Šæ±ç‘®
    Contributors: é™³å»ºç¶­
    Keywords: å“ç‰Œæ¬Šç›Š
    Date: 2012
    Issue Date: 2013-07-11 16:14:35 (UTC+8)
    Abstract: å“ç‰Œçš„建立與與管理是一直以來是企業經營的重點項目,一個清楚的品牌形象可以幫助廠商定位品牌並使品牌更為突出,在競爭日益激烈的現代社會,某些廠商會在品牌或產品的功能上持續作出改善與精進,某些則強調象徵或情感的意義,品牌形象的功能性與象徵性的概念之差異與產品本身固有的功能及屬性有關,體驗品即強調消費的體驗,其主要的利益為消費的娛樂與樂趣,功利性的產品可能具有娛樂的價值,體驗品也可能具備功能性的利益,而消費者具有許多的個人特質使之在品牌的購買行為方面可能會著重在象徵性的意義。
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    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351036
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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