東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

FindBook

Google Book

Amazon

博客來

Brand Personality and Its Effect on Social Media Performance.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand Personality and Its Effect on Social Media Performance./
作者:	Ford-Atkinson, Janet K.
面頁冊數:	1 online resource (198 pages)
附註:	Source: Dissertations Abstracts International, Volume: 84-05, Section: B.
Contained By:	Dissertations Abstracts International84-05B.
標題:	Web studies. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29395562click for full text (PQDT)
ISBN:	9798351452043

Brand Personality and Its Effect on Social Media Performance.
Ford-Atkinson, Janet K.

Brand Personality and Its Effect on Social Media Performance. - 1 online resource (198 pages)

Source: Dissertations Abstracts International, Volume: 84-05, Section: B.

Thesis (D.B.A.)--Keiser University, 2022.

Includes bibliographical references

This paper aims at examining the relationship of the five brand personalities such as aggressiveness, responsibility, simplicity, activity, and emotionality with the equity of the brand created through social media in different organizations. Secondly, this paper aims at unveiling the other indirect effects of a brand personality on treating brand equity and brand loyalty as mediating variables. A questionnaire was created along with a survey method that aligns with the above-mentioned purposes. Hypotheses were established and tested by the use of modeling. The result indicates the aspects of aggressiveness, followed by the activeness and responsibility of brand personality on social media. Contrarily, simplicity, and emotionality are not part of brand personality on social media. The results also show that brand personality positively impacts brand loyalty and partially links loyalty and brand personality relationships.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798351452043Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Brand personalityIndex Terms--Genre/Form:

542853
Electronic books.

Brand Personality and Its Effect on Social Media Performance.
LDR:02256nmm a2200397K 4500 001 2360032
005 20230925052804.5
006 m o d
007 cr mn ---uuuuu
008 241011s2022 xx obm 000 0 eng d
020 $a 9798351452043
035 $a (MiAaPQ)AAI29395562
035 $a AAI29395562
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Ford-Atkinson, Janet K. $3 3700644
245 1 0 $a Brand Personality and Its Effect on Social Media Performance.
264 0 $c 2022
300 $a 1 online resource (198 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 84-05, Section: B.
500 $a Advisor: Browne, Shereka.
502 $a Thesis (D.B.A.)--Keiser University, 2022.
504 $a Includes bibliographical references
520 $a This paper aims at examining the relationship of the five brand personalities such as aggressiveness, responsibility, simplicity, activity, and emotionality with the equity of the brand created through social media in different organizations. Secondly, this paper aims at unveiling the other indirect effects of a brand personality on treating brand equity and brand loyalty as mediating variables. A questionnaire was created along with a survey method that aligns with the above-mentioned purposes. Hypotheses were established and tested by the use of modeling. The result indicates the aspects of aggressiveness, followed by the activeness and responsibility of brand personality on social media. Contrarily, simplicity, and emotionality are not part of brand personality on social media. The results also show that brand personality positively impacts brand loyalty and partially links loyalty and brand personality relationships.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Web studies. $3 2122754
650 4 $a Computer science. $3 523869
650 4 $a Behavioral sciences. $3 529833
650 4 $a Personality psychology. $3 2144789
653 $a Brand personality
653 $a Marketing
653 $a Social media
655 7 $a Electronic books. $2 lcsh $3 542853
690 $a 0338
690 $a 0984
690 $a 0602
690 $a 0646
690 $a 0625
710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a Keiser University. $b Keiser University Graduate School-Business. $3 3176674
773 0 $t Dissertations Abstracts International $g 84-05B.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29395562 $z click for full text (PQDT)