頁籤選單縮合
題名 | 品牌熟悉度、網路口碑與抽獎可控性對賭博式價格促銷活動之影響=The Effect of Brand Familiarity, Online Word-of-mouth and Perceived Controllability on the Gambled Price Discount Campaign |
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作者 | 曾忠蕙; 王又鵬; 吳奕瑩; Tseng, Chung-hui; Wang, Yu-peng; Wu, Yi-yin; |
期刊 | 創新與管理 |
出版日期 | 20180400 |
卷期 | 14:2 2018.04[民107.04] |
頁次 | 頁1-20 |
分類號 | 496.57 |
語文 | chi |
關鍵詞 | 賭博式價格促銷; 品牌熟悉度; 網路口碑; 抽獎可控性; 品牌轉換意願; Gambled price discount; Brand familiarity; Online word-of-mouth; Perceived controllability; Willingness of brand switch; |