品牌依恋理论研究探析
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外国经济与管理 2008 年 第 30 卷第 02 期, 页码：51 - 59
摘要
参考文献
摘要
品牌依恋是联结品牌与消费者自我的认知和情感纽带。品牌依恋不仅有助于预知较高层次的消费者行为反应,而且是强势品牌资产的重要来源之一。本文通过系统梳理心理学和营销学领域的相关文献,对品牌依恋的概念架构及其与相近概念的差异进行了探讨,阐释了品牌依恋的理论基础,分析了品牌依恋的形成机理与行为表现,并提出了品牌依恋理论未来主要的研究方向与研究建议。
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[4]Park,C W,MacInnis,D J,and Priester,J.Beyond attitudes:Attachment and consumer behavior[J].Seoul Journal Business,2006,12(2):3-35.
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[6]Park,C W,MacInnis D J,and Priester,J.Brand attachment and management of a strategic exemplar[A].in Schmitt,B H(Ed.).Handbook of brand experience management[C].Northampton,MA:Elgar Publishing,2007:1-36.
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[8]Schultz,S E,Kleine,R E,and Kernan,J B.These are a few of my favorite things:Toward an explication of attachment as a con-sumer behavior construct[J].Advances in Consumer Research,1989,16:359-366.
[9]Ball,A D,and Tasaki L H.The role and measurement of attachment in consumer behavior[J].Journal of Consumer Psychology,1992,1:155-172.
[10]Bowlby,J.Attachment and loss(Vol.2)-Separation:anxiety and anger[M].New York:Basic Books,1973.
[11]Thomson,M,MacInnis,D J,and Park,C W.The ties that bind:The strength of consumers’emotional attachments to brands[J].Journal of Consumer Psychology,2005,15(1):77-91.
[12]郭晓凌.消费者品牌敏感:模型与实证[M].第1版.北京:对外经济贸易大学出版社,2007:88.
[13]Lacoeuilhe,J,and Samy,B.Quelle(s)mesure(s)pour l’attachement de la marque?[J].Revue Francaise du Marketing,2007,213(7):7-25.
[14]Carroll,B A,and Ahuvia,A C.Some antecedents and outcomes of brand love[J].Marketing Letters,2006,17:79-89.
[15]Schifferstein,H N J,Mugge,R,and Hekkert,P.Designing consumer-product attachment[A].in McDonagh,D,Hekkert,P,JVan Erp,and D Gyi(Eds.).Design and emotion:The experience of everyday things[C].London:Taylor&Francis,2004:327-331.
[16]周志民.品牌关系研究述评[J].外国经济与管理,2007,29(4):46-54.
[17]Blackston,M.Observations:Building brand equity by managing the brand’s relationships[J].Journal of Advertising Research,1992,32:101-105.
[18]Mugge,R,and Govers,P C M.“I love my jeep,because it’s tough like me”:The effect of product-personality congruence on prod-uct attachment[R].Presented at the Fourth International Conference on Design and Emotion,Ankara,Turkey,2004.
[19]Thomson,M.Human brands:Investigating antecedents to consumers’strong attachments to celebrities[J].Journal of Marketing,2006,70(7):104-119.
[20]Kleine,S S,and Baker,S M.An integrative review of material possession attachment[J].Academy of Marketing Science Review,2004,1:1-35.
引用本文
姜岩, 董大海. 品牌依恋理论研究探析[J]. 外国经济与管理, 2008, 30(2): 51–59.
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