品牌契合

虛擬品牌社群中使用者對品牌契合的前置因素及影響結果之研究 : = 以銀行業Instagram官方帳號為例 = The study on users brand engagement antecedents and consequences in the virtual brand community – a case of banking on instagram official accounts / by: (Language materials, printed)

功能性動機

Brand equity

Brand identification

品牌信任

社會網絡中心性

享樂性

Brand engagement

Hedonic

Brand trust

Social network centrality

品牌公民行為

Brand citizenship behavior

品牌契合

品牌權益

品牌認同感

Functional motivation