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The Dimensions of Customer-brand Individual and Social Affectionate Bond.
- Source :
- Wuhan University Journal (Philosophy & Social Sciences) / Wuhan Daxue Xuebao (Zhexue Shehui Kexue Ban); 2010, Vol. 63 Issue 3, p446-450, 5p, 1 Diagram, 2 Charts
- Publication Year :
- 2010
-
Abstract
- Through empirical study, this article indicates consumers hold two different types of affectionate bond for brand, individual bond and social bond simultaneously. Individual bond comes from interaction with brand, which subdimensions are love and subjective experience. Social bond results in consumers' culture identification in specific culture background, related to moral and obligatory, which subdimensions are feelings of familial unity (being one) and sensory of glory and humiliation. [ABSTRACT FROM AUTHOR]
Details
- Language :
- Chinese
- ISSN :
- 16727320
- Volume :
- 63
- Issue :
- 3
- Database :
- Supplemental Index
- Journal :
- Wuhan University Journal (Philosophy & Social Sciences) / Wuhan Daxue Xuebao (Zhexue Shehui Kexue Ban)
- Publication Type :
- Academic Journal
- Accession number :
- 54593845