Projects per year
Personal profile
Research Interests
消費者體驗、消費者旅程、動態關係管理、大數據與文字探勘 、 大數據與人工智慧在行銷策略的運用
Education
英國華威大學商學院行銷博士、國立台北大學企管系行銷博士
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Projects
- 1 Finished
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從動態觀點看消費者信任管理策略的有效性
2021/05/01 → 2022/04/30
Project: Government Ministry › Ministry of Science and Technology
Research output
- 4 Article
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The rosy side and the blue side of emotional brand attachment
Hung, H. Y. & Lu, H. T., 2018 May 1, In: Journal of Consumer Behaviour. 17, 3, p. 302-312 11 p.Research output: Contribution to journal › Article › peer-review
33 Citations (Scopus) -
品牌社群的消費者忠誠之雙元路徑模型
Translated title of the contribution :A Dual Pathway Model of Consumer Loyalty in Brand Community Settings: Intrinsic Need Fulfillment and Extrinsic Cost Perception Research output: Contribution to journal › Article › peer-review
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A moderated mediation model of consumers' role behaviors in brand communities
Hung, H. Y. & Lin, T. L., 2015 Sep 1, In: Asia Pacific Management Review. 20, 3, p. 191-200 10 p.Research output: Contribution to journal › Article › peer-review
Open Access10 Citations (Scopus) -
Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts
Hung, H. Y., 2014 Dec 1, In: Journal of Brand Management. 21, p. 594-614 21 p.Research output: Contribution to journal › Article › peer-review
24 Citations (Scopus)