Mâu thuẫn nội tâm của người nhận quà trong việc thay đổi thái độ đối với nhãn hiệu sản phẩm và mối quan hệ sau khi nhận quà : Đề tài NCKH. QK 04.08 / Nguyễn Thị Phi Nga

By: Material type: TextTextLanguage: English Publication details: H. : Khoa Kinh tế, 2007Description: 105 trSubject(s): DDC classification:
  • 658.8 NG-N 2007
Summary: To reach this expectation, the specific purpose of this study is fourfold. First, we explore the effect of incongruity on recipient's emotions as well as attitude change toward a brand and giver- recipient relationship after the gift-receipt through the different gift-receiving situations. Second, we examine the effect of recipient's prior attitude toward a brand on his/her brand attitude toward that brand after receiving gift. Third, we examine the effect of recipient's prior perception of strength of giver- recipient relationship on brand attitude change. And finally, we try to present some marketing strategies using gift giving/receiving context.
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Item type Current library Call number Copy number Status Date due Barcode
Đề tài Phòng DVTT Tổng hợp Kho báo, tạp chí, tra cứu 658.8 NG-N 2007 (Browse shelf(Opens below)) 1 Available DT/00812

To reach this expectation, the specific purpose of this study is fourfold. First, we explore the effect of incongruity on recipient's emotions as well as attitude change toward a brand and giver- recipient relationship after the gift-receipt through the different gift-receiving situations. Second, we examine the effect of recipient's prior attitude toward a brand on his/her brand attitude toward that brand after receiving gift. Third, we examine the effect of recipient's prior perception of strength of giver- recipient relationship on brand attitude change. And finally, we try to present some marketing strategies using gift giving/receiving context.

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