消费者品牌关系的断裂与再续:理论回顾与展望
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外国经济与管理 2007 年 第 29 卷第 07 期, 页码：50 - 55
摘要
参考文献
摘要
品牌关系管理质量已经成为衡量企业是否拥有强势品牌的关键因素,但消费者—品牌关系断裂的现象却非常普遍。对消费者-品牌关系再续进行研究,能够促进品牌理论和实践的发展。本文对这一学术领域的相关理论研究成果进行了回顾,并在此基础上提出了新的研究方向和思路。
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[2]Henning-thurau,T,and Hansen,U.Relationship marketing:Gaining competitive advantage through customer satisfaction and cus-tomer retention[M].Berlin:Spinger,2000.
[3]Fajer,MT,and Schouten,J W.Breakdown and dissolution of person-brand relationships[J].Advances in Consumer Research Vol-ume,1995,22:663-667.
[4]Aaker,J,Fournier,S,and Brasel,S.Chartingthe development of consumer-brand relationships[R].Research Paper Series,Gradu-ate School of Business Stanford University,Nov.2001.
[5]Blackston,M.Observations:Building equity by managing the brand’s relationships[J].Journal of Advertising Research,1992,32:101-105.
[6]Jap,S D,and Ganesan,S.Control mechanisms and the relationship lifecycle:I mplications for safeguarding specific invest ment anddeveloping commit ment[J].Journal of Marketing Research,2002,37(2):227-289.
[7]Stauss,B,and Friege,C.Regaining service customers[J].Journal of Service Research,1999,1(4):347-361.
[8]Tokman,M,Lenita,MD,and Katherine,N L.The WOWfactor:Creating value through win-back offers to reacquire lost custom-ers[J].Journal of Retailing,2007,83(1):47-64.
[9]Hunt,S D.Foundations of marketing theory:Toward a general theory of marketing[M].Armonk,NY:M.E.Sharpe,2002.
[10]Jill,G,and Michael,WL.Customer win back:Howto recapture lost customers and keep themloyal[M].San Francisco:Jossey-Bass,2001.
[11]Havila,V,and Wilkinson,I F.The principle of the conservation of business relationship energy:Or many kinds of newbeginnings[J].Industrial Marketing Management,2002,31(3):191-203.
[12]Tsang,Jo-Ann,Michael E McCullough,and Frank D Fincham.The longitudinal association between forgiveness and relationshipcloseness and commit ment[J].Journal of Social and Clinical Psychology,2006,25(4):448-473.
[13]Thomas,J S,Robert,C B,and Edward,J F.Recapturinglost customers[J].Journal of Marketing Research,2004,41(1):31-45.
[14]Schmittlein,David C,Donald G Morrison,and Richard Colombo.Counting your customers:Who they are and what will they donext?[J].Management Science,1987,33:1-24.
[15]Tahtinen,J,and Havila,Virpi.Editorial:Enhancing researchin exchange relationship dissolution[J].Journal of Marketing Man-agement,2004,20:919-926.
[16]Turnbull,P,David,F,and Malcol m,C.Interaction,relationships and networksin business markets:An evolving perspective[J].The Journal of Business&Industrial Marketing,1996,11(3):44-62.
[17]Fournier,S.Consumer and their brands:Developing relationship theory in consumer research[J].Journal of Consumer Research,1998,24(3):343-373.
[18]Tahtinen,J,and Halinen,A.Research on ending exchange relationships:Acategorization,assessment and outlook[J].MarketingTheory,2002,2(2):165-188.
[19]Aaker,J,Fournier,S,and Brasel,S A.When good brands do bad[J].Journal of Consumer Research,2004,31(1):1-16.
[20]Helfert,M,Clemens Herrmann,and Gregor Zellner.Customer regain management in e-business:Processes and measures[R].Proceedings of the Collector(Europe)Conference,2003:97-110.
引用本文
黄静, 熊巍. 消费者品牌关系的断裂与再续:理论回顾与展望[J]. 外国经济与管理, 2007, 29(7): 50–55.
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