營(yíng)銷科學(xué)學(xué)報(bào)

內(nèi)容概要

　　《營(yíng)銷科學(xué)學(xué)報(bào)2009（第5卷第4輯）（總第18輯）》共收錄了9篇文章，包括《價(jià)格公平感對(duì)消費(fèi)者行為意向的影響》、《道德的理性或直覺：消費(fèi)者對(duì)于企業(yè)社會(huì)責(zé)任行為的反應(yīng)過程研究》、《雙渠道結(jié)構(gòu)下價(jià)格與廣告的動(dòng)態(tài)關(guān)系》等。

書籍目錄

Perceived Price Fairness and Its Effect on Buyer's Behavioral IntentionCognitive and/or Intuitional Morality: A Study of Consumer Reaction towards Corporate Social Responsible InitiativesRatio Cognition Bias in Perceived Value Presentation FormatsStudy of the Relationship between Customer Involvement in Service Innovation and Knowledge Transfer in Perspective of Customer Psychological Capital: Literature Review and Model DevelopmentIntergenerational Communication on Intergenerational Brand Attitudes in the Context of Chinese Culture:A Moderating Effect of Power DistanceInfluence of Consumption Experience Value in Service Encounter on Customer Loyalty:A study on Large?Scale Department StoreA Dynamic Model for Advertising and Pricing Competition in a Dual?Channel Supply ChainAn Analysis on Informal Rules Effecting on Long?term Coordination Relationships of Agri?Product Vertical Channel“Additive or Subtractive， Upgrade or Downgrade”:Self?selected Framing and Service Package Customization

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