Enhancing Emotional Brand Attachment in Online Brands with Actual/Ideal Self-Congruence through Brand Personality
碩士 === 國立清華大學 === 科技管理研究所 === 104 === Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/50590163281452194662 |