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Brand attachment to specific technol...

Capella University.

Brand attachment to specific technology, means efficacy, and organizational commitment.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
書名/作者:	Brand attachment to specific technology, means efficacy, and organizational commitment.
作者:	McReynolds, Kevin V.
面頁冊數:	144 p.
附註:	Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.
Contained By:	Dissertation Abstracts International71-04B.
標題:	Information Technology.
標題:	Psychology, Industrial.
ISBN:	9781109697803
摘要、提要註:	This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3397669

Brand attachment to specific technology, means efficacy, and organizational commitment.
McReynolds, Kevin V.

Brand attachment to specific technology, means efficacy, and organizational commitment. - 144 p.

Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.

Thesis (Ph.D.)--Capella University, 2010.

This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment.

ISBN: 9781109697803Subjects--Topical Terms:

423447
Information Technology.

Brand attachment to specific technology, means efficacy, and organizational commitment.
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100 1 $a McReynolds, Kevin V. $3 423526
245 1 0 $a Brand attachment to specific technology, means efficacy, and organizational commitment.
300 $a 144 p.
500 $a Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.
500 $a Adviser: Cyd Strickland.
502 $a Thesis (Ph.D.)--Capella University, 2010.
520 $a This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment.
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650 4 $a Psychology, Industrial. $3 209866
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690 $a 0624
710 2 $a Capella University. $b School of Business. $3 423525
773 0 $t Dissertation Abstracts International $g 71-04B.
790 1 0 $a Strickland, Cyd, $e advisor
790 1 0 $a Hughes, Larry W. $e committee member
790 1 0 $a Kavli, Suzanne $e committee member
790 $a 1351
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3397669

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