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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/105627

    Title: Facebook朋友品牌分享貼文效果:理想自我形象、品牌形象與朋友形象之交互效果探討
    Effects of interactions between ideal self image, brand image and friend image congruence on Facebook shared posts
    Authors: 陳翊甄
    Chen, Yi Chen
    Contributors: 張郁敏
    Chang, Yuh Miin
    Chen, Yi Chen
    Keywords: 自我一致性
    Self congruity
    Friend image
    Luxury goods
    Social comparison theory
    Balance theory
    Date: 2016
    Issue Date: 2017-01-04 12:07:17 (UTC+8)
    Abstract: 近年社群網站Facebook成為品牌宣傳的新渠道,不同地域、年齡、社會階層或消費水準的人都可以不受實體店面的侷限,透過朋友的分享輕鬆接觸到各時尚精品品牌的資訊。於是精品品牌如何在社群人際間的傳遞過程掌握其品牌形象,還有後續構成的品牌效果是本研究欲探討的重點。

    二、知覺品質中介「品牌形象與理想自我一致性」對品牌態度的影響; 但對購買意願無中介效果。
    三、 「朋友時尚形象與理想自我形象一致性」高低並不會影響品牌與消費者理想自我形象一致性高低對品牌態度。
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640251
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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