行銷科學學報· 第8卷第3輯（總第29輯）

內容簡介

本書收錄了《消費者如何應對選擇困難——選擇困難的不同歸因方式對摺中效應的影響》、《企業微博價值維度及其對品牌忠誠的影響機制研究》、《群體性複合需求情景下的顧客創新體驗與多樣化尋求》等文章，一定程度上反映了中國市場行銷學科理論研究和套用研究的最新進展。

Why Is It so Difficult to Choose?The Impact of Diverging Inferences of Choice Difficulty on Choice Making Ding Ying,Xu Jing,Zhang Ying
Will Postmodernism Lead to Consumer`s Disloyalty to Brand?How the Nature of Postmodern Consumer Influence Their Loyalty to Symbolic Brand Wang Changzheng,Zhou Xuechun
Impact of Organizational Learning Climate and Employee Predispositions to Adapt on Frontline Employee`s Customer Need Knowledge
Does Hyperopia Lead to Self-Control or Indulgence?Self-Construal and Impulsive Buying Zhu Huawei,Huang Minxue
Conspicuous or Low-key?A Study on Effect of Face Loss on Consumer`s Brand Logo Preference Song Xiaobing,Nie Chunyan,Xu Lili
Happiness and Peacefulness:The Influence of Positive Emotions on Country-of-Origin Effect Cai Yuanyuan,He Jiaxun
Research on the Impact of Self-Congruity on Consumer Attribution and Purchase Intention during Product Harm Crisis under Ambiguous Situation Ren Jinzhong,Jing Fengjie
Enterprise Microblogging Value Dimensions and Its Influence on Brand Loyalty Xu Jian,Wang Xuhui,Li Xin
The Impact of Customer Creativity on Variety Seeking in the Context of Composite Need Wu Jintao,Chen Junsong,Dou Wenyu