文章基本信息

标题：Brand Relationships: A Personality-Based Approach
本地全文：下载
作者：Helena M. Nobre ; Kip Becker ; Carlos Brito 等
期刊名称：Journal of Service Science and Management
印刷版ISSN：1940-9893
电子版ISSN：1940-9907
出版年度：2010
卷号：3
期号：2
页码：206-217
DOI：10.4236/jssm.2010.32026
出版社：Scientific Research Publishing
摘要：The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sample of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the understanding of brand personality.
关键词：Brand Personality; Brand Relationships; Interpersonal Relationship Theory