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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54523
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/54523

    Title: 品牌關係:顧客價值與品牌愛慕
    Brand relationship: customer value and brand love
    Authors: 沈經洪
    Shen, Ching Hung
    Contributors: 洪順慶
    Horng, Shun Ching
    Shen, Ching Hung
    Keywords: 品牌愛慕
    brand lov
    positive illusion
    brand relationship
    customer value
    Date: 2011
    Issue Date: 2012-10-30 11:18:25 (UTC+8)
    Abstract: 本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響,前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入,探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意,以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺(情人眼裡出西施)現象是否也會出現在品牌關係,藉由驗證品牌愛慕者對品牌評價的理想化,說明品牌愛慕的感性影響機制。
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    Description: 博士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355501
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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