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Effect of Consumer Based Brand Equity on Purchase Intention in Consumer Industries: Considering Socioeconomic Status and Gender as Moderating Effects
(INT MANAGEMENT DEVELOPMENT ASSOC-IMDA, 2015)
This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently ...
Adoption of Gamified Systems: A Study on a Social Media Gamification Website
(IGI GLOBAL, 2015)
This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user ...