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Essays on Brand Trust
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Essays on Brand Trust. |
| 개인저자 | Rajavi, Koushyar. |
| 단체저자명 | The University of North Carolina at Chapel Hill. Business Administration. |
| 발행사항 | [S.l.]: The University of North Carolina at Chapel Hill., 2018. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2018. |
| 형태사항 | 180 p. |
| 기본자료 저록 | Dissertation Abstracts International 79-10A(E). Dissertation Abstract International |
| ISBN | 9780438065611 |
| 학위논문주기 | Thesis (Ph.D.)--The University of North Carolina at Chapel Hill, 2018. |
| 일반주기 |
Source: Dissertation Abstracts International, Volume: 79-10(E), Section: A.
Advisers: Tarun Kushwaha |
| 요약 | Brand Trust is defined as the "willingness of the average consumer to rely on the ability of the brand to perform its stated function" (Chaudhuri and Holbrook 2001, p. 82). Trust plays a key role in brand success by lowering customers' purchase |
| 요약 | In the first study, I examine the relationship between five marketing mix instruments (advertising, new product introduction, distribution, price, price promotion) and brand trust. Using a unique dataset that combines consumer surveys and scanne |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
