Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities
碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 99 === In order to stand up for the brand they support, members of brand community result “oppositional loyalty” in other competitive brands. However, empirical studies about this topic are necessary but deficient. Therefore, the objective of this study is to find out...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/00929868253144570705 |