教師資料查詢 | 類別: 期刊論文 | 教師: 李月華 Lee, Yueh-hua (瀏覽個人網頁)

標題:The Effect of Interpersonal Relationships on Brand Community
學年99
學期2
出版(發表)日期2011/07/01
作品名稱The Effect of Interpersonal Relationships on Brand Community
作品名稱(其他語言)
著者Lee, Yueh-hua; Chang, Wei-lun
單位淡江大學企業管理學系
出版者Gyeongju-si: Advanced Institute of Convergence IT
著錄名稱、卷期、頁數International Journal of Digital Content Technology and its Applications 5(7), pp.297-305
摘要This study investigates the interaction between online interpersonal relationships, community engagement, and brand community identification, and how these interactions influence brand identification and repurchase intention. The target online community is Frosty Place, which is a brand community for Apple Corporation’s products. The questionnaire consists of 156 valid questions. This study’s results indicate that online interpersonal relationships affect community engagements. When community members participate in activities, they enhance brand community identification and increase repurchase intention. Online interpersonal relationships extend virtual interpersonal relationships into real interpersonal relationships based on community engagements.
關鍵字Online Interpersonal Relationship; Brand Community; Brand Identification
語言英文
ISSN1975-9339; 2233-9310
期刊性質國外
收錄於EI
產學合作
通訊作者
審稿制度
國別韓國
公開徵稿
出版型式紙本
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