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    Title: The connection between self-concept and brand personality : a study on high school and university students
    Other Titles: 高中生與大學生自我概念與品牌個性之連結
    Authors: 黃逸群;Huang, Eddie Yi-chun
    Contributors: 淡江大學企業管理學系碩士班
    李月華;Lee, Yueh-hua
    Keywords: 自我概念;品牌個性;自我與品牌之連結;Self-brand connection;Self-concept;Brand Personality
    Date: 2006
    Issue Date: 2010-01-11 04:15:24 (UTC+8)
    Abstract: 從以前到現在,人們用品牌來與自己的自我概念溝通。有很多文章都是在探討成人消費者,高中生與大學生很少被探討。在這篇論文裡,我將會探討高中生與大學生的自我概念與品牌個性會如何影響購買決策行為。是自我概念影響品牌個性還是品牌個性影響自我概念。
    People have long been using brands to create and communicate their self-concepts. There are numerous work studied and investigated among adult consumers. We know very little about how brands are defined and expressed in high school and university students. In this thesis, I will examine how self-concept and brand personality can have influences on decision making among high school and university students, whether brands form self-concept through possession or self-concept lead to purchase of brands through possession.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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