Broadening (and narrowing) the scope of brand relationships

被引：61

作者：

Alba, Joseph W. ^{[1
]}

Lutz, Richard J. ^{[1
]}

机构：

[1] Univ Florida, Dept Mkt, Gainesville, FL 32611 USA

来源：

JOURNAL OF CONSUMER PSYCHOLOGY | 2013年 / 23卷 / 02期

关键词：

Brand; Brand relationship; Brand attachment; Brand loyalty; Brand aversion; PERSPECTIVE; CONSUMERS; STRENGTH; BEHAVIOR; SELF;

D O I：

10.1016/j.jcps.2013.01.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The Attachment Aversion Relationship Model proposed by Park, Eisingerich, and Park represents the latest in a series of attempts to expand, refine, and validate the increasingly popular concept of brand relationships. We find much value in the effort. We suggest, however, that researchers should avoid indiscriminate use of the term and focus on identifying the unique contribution that the notion of brand relationships can make to theory and practice. We also note how the present model could be expanded to achieve this objective. (C) 2013 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

引用

页码：265 / 268

页数：4

共 15 条

[1] Consumer response to negative publicity: The moderating role of commitment [J].