前提
品牌关系
心理学
动作(物理)
人际交往
人际影响
合理行为理论
社会心理学
概念模型
人际关系
营销
品牌管理
业务
计算机科学
认识论
哲学
物理
量子力学
数据库
摘要
The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other's needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory.
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