The consumer psychology of customer-brand relationships: Extending the AA Relationship model

被引：41
|
作者：
Schmitt, Bernd [1 ,2 ]
机构：
[1] Columbia Univ, New York, NY 10027 USA
[2] Inst Asian Consumer Insight, Singapore, Singapore
来源：
JOURNAL OF CONSUMER PSYCHOLOGY | 2013年 / 23卷 / 02期
关键词：
D O I：
10.1016/j.jcps.2013.01.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The Attachment Aversion (AA) Relationship model offers a unifying model of customer brand relationships. To develop it further as a relevant consumer-psychology model, future research should examine three key factors: how brand perception differs from person perceptions; what role brand experiences play as determinants of customer brand relationships, and how the AA Relationship model fits with other brand frameworks. The author offers insights and suggestions on how to address these three tasks. (C) 2013 Published by Elsevier Inc. on behalf of Society for Consumer Psychology.
引用
收藏
页码：249 / 252
页数：4
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