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The Impact of Social Influence and Brand Identity on Customer-Brand Relationships

机译:社会影响与品牌认同对客户品牌关系的影响

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The key research question in this study is: To what extent social influence and brand identity aspects impact customer-brand relationships? Accordingly, this study integrates relationship marketing and social identity perspectives of brand loyalty, and incorporates social influence (i.e. the influence of significant or referent others) in the context of an emerging market. In particular, this study examines the impact of significant or referent others' influence and brand identity on key brand relational constructs of brand trust, brand identification, and ultimately brand loyalty. Further, it seeks to identify whether specific types of social influence (normative versus informational) as individual-level difference variables and brand identity (brand prestige and brand distinction) as brand-realm variables have differential effects on brand relational constructs. Amid the call for more research in emerging market context in order to advance marketing theory as well as maintain managerial relevance, several researchers suggested that attention should be paid not only to big emerging markets such as China and India but also smaller ones (Shefh 2011; Tsui 2004).
机译:在这项研究中重点研究的问题是:在何种程度上的社会影响力和品牌形象方面的影响客户品牌的关系?因此,本研究整合关系营销和品牌忠诚的社会认同的观点,并结合在一个新兴的市场背景下的社会影响(即显著或指称他人的影响)。特别是,该研究调查的显著或指称他人的影响力和品牌形象对品牌信任度,品牌识别,最终品牌的忠诚度的关键品牌关系结构的影响。此外,试图确定的社会影响特定类型(规范性与信息)作为单独的级差变量和品牌形象(品牌信誉和品牌的区别)为品牌的境界变量是否对品牌关系结构不同的影响。在一片要想在新兴市场的背景下,呼吁更多的研究来推进市场营销理论以及维护管理的相关性,一些研究人员建议,应注意不仅要大的新兴市场,如中国和印度,但也较小(Shefh 2011; 2004年咀)。

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