Title: Building consumer-brand relationship: A cross-cultural experiential view
Authors: Chang, Pao-Long
Chieng, Ming-Hua
Institute of Business and Management
Issue Date: 1-Nov-2006
Abstract: This research aims to develop a framework of consumer-brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer-brand relationship. (c) 2006 Wiley Periodicals, Inc.
URI: http://dx.doi.org/10.1002/mar.20140
ISSN: 0742-6046
DOI: 10.1002/mar.20140
Volume: 23
Issue: 11
Begin Page: 927
End Page: 959
Appears in Collections:Articles

Files in This Item:

  1. 000241533200003.pdf