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| Title: | 台灣電信業消費者品牌參與之實證研究
An empirical study on consumer brand engagement in the context of mobile service providers in Taiwan |
| Authors: | 葉秋焱
Jendrzejczyk, Michalina |
| Contributors: | 白德傑
Brodowsky, Glen
葉秋焱
Jendrzejczyk, Michalina |
| Keywords: | 消費者品牌參與
消費者參與
移動服務
品牌忠誠度
客戶品牌關係
Consumer brand engagement
Consumer engagement
Mobile service
Brand loyalty
Customer-brand relationship |
| Date: | 2017 |
| Issue Date: | 2017-08-10 09:53:56 (UTC+8) |
| Abstract: | While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
104933039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104933039 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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