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The Dimensions of Customer-brand Individual and Social Affectionate Bond.

Authors :
Huang Jing
Lin Qinglan
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