標題: Building consumer-brand relationship: A cross-cultural experiential view
作者: Chang, Pao-Long
Chieng, Ming-Hua
經營管理研究所
Institute of Business and Management
公開日期: 1-十一月-2006
摘要: 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
http://hdl.handle.net/11536/14349
ISSN: 0742-6046
DOI: 10.1002/mar.20140
期刊: PSYCHOLOGY & MARKETING
Volume: 23
Issue: 11
起始頁: 927
結束頁: 959
顯示於類別:期刊論文


文件中的檔案:

  1. 000241533200003.pdf