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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
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
Browsing Phòng DVTT Tổng hợp shelves, Shelving location: Kho báo, tạp chí, tra cứu Close shelf browser (Hides shelf browser)

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.

There are no comments on this title.

to post a comment.