並列摘要
It is believed that a study of brand relationships can contribute to understand users' needs and preferences, and provide future user relationships management strategically. Nowadays, many organizations have actually promoted and executed these issues. This article aims to investigate how Taiwan government builds up its brand relationships via user experiences, and also explores what brand values/meanings have been created when consuming its e-government services. The results clarify how brand relationships have been developed via users experiences and describe what its brand values or symbolic meanings emerge from the fieldwork.
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