PSYCH OpenIR  > 中国科学院心理研究所回溯数据库(1956-2010)
Alternative TitleBrand Love: Conception and Development
张立荣; 管益杰; 王詠
Source Publication心理科学进展
Abstract品牌至爱(brand love)是Carroll和Ahuvia(2006)提出的一个概念,指的是消费者对满意品牌产生的情感上的依恋。这一概念的提出是对品牌管理实践者情感和关系营销的回应。文章对品牌至爱概念的定义和提出背景进行了回顾,指出品牌至爱的概念建立在品牌依恋、消费者—品牌关系和自我扩展理论的研究基础之上。文章最后辨析了品牌至爱与品牌情感和品牌忠诚等概念,并进一步提出了品牌至爱的研究方向和研究建议。
Keyword品牌 品牌至爱 品牌依恋 消费者—品牌关系 品牌忠诚
Subject Area工业与组织心理学
Indexed By中文核心期刊要目总览 ASPT来源刊 CJFD收录刊
Funding Project国家自然科学基金项目(70402015)。
NoteCarroll and Ahuvia (2006) propose a new marketing construct—brand love, which refers to the emotional attachment of consumers to the satisfied brands. This paper systematically reviews the definition and related such research backgrounds as brand attachment, consumer-brand bond, extended-self theory, then differentiates brand love from brand emotion/affect and brand loyalty. In the end, future researches and advices are provided.
Document Type期刊论文
Corresponding Author王詠
Recommended Citation
GB/T 7714
张立荣,管益杰,王詠. 品牌至爱的概念及其发展[J]. 心理科学进展,2007,15(5):846-851.
APA 张立荣,管益杰,&王詠.(2007).品牌至爱的概念及其发展.心理科学进展,15(5),846-851.
MLA 张立荣,et al."品牌至爱的概念及其发展".心理科学进展 15.5(2007):846-851.
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