心理学
忠诚
隐喻
品牌忠诚度
情感(语言学)
多样性(政治)
品牌管理
动力学(音乐)
社会心理学
广告
营销
社会学
业务
沟通
哲学
语言学
教育学
人类学
作者
Claudio Alvarez,Susan Fournier
标识
DOI:10.1016/j.copsyc.2015.12.017
摘要
Contemporary research on consumer–brand bonds has moved beyond founding notions of loyalty and commitment and the marriage metaphor that encompasses them to explore diversity in brand relationships and the rules that govern them. Research shows that strong, positive relationships are less frequent than anticipated and that all brand relationships carry risks — for consumers and for brands. On the brand side of the relationship equation, anthropomorphism has emerged as a key condition for processes governing human interactions to transfer to brands. On the person side, attachment styles affect brand relationships through compensatory, self-signaling, and assimilative mechanisms. Future research informs pointed critiques about brand relationships and the dynamics that govern their development.
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