摘要
品牌依恋是联结品牌与消费者自我认知和情感纽带的强度,是品牌情感和品牌关系领域的前沿课题。本文旨在从概念上区分两种类型的店铺依恋——基于产品的店铺依恋与基于销售人员的店铺依恋,构建了这两种店铺依恋对店铺忠诚度的影响因素模型。运用结构方程模型进行分析,结果发现,基于产品的店铺依恋与基于销售人员的店铺依恋均对店铺忠诚有显著正向影响;品牌的社会认可度和品牌的自我表达对基于产品的店铺依恋有显著正向影响;销售人员的共享特质与威信价值对基于销售人员的店铺依恋有显著正向影响。
This article conceptually distinguishes the two forms of store attachment and puts focuses on exploring the antecedents and consequences of these two types of attachment,including store attachment derived from product and store attachment derived from salespeople.The results demonstrate that the association between these two types of store attachment and store loyalty has received good support in the current research.In addition,both social acceptability and self-expressiveness are important predictors of store attachment based on product and both communion and prestige value had a positive influence on customer＇s store attachment based on salespeople.
作者
刘聪
蔡学阳
乔晓颖
白露
LIU Cong, CAI Xue-yang, QIAO Xiao-ying,BAI Lu(School of Marketing Management, I.iaoning Technical University, Huludao, Liaoning, 125105, Chin)
出处
《牡丹江师范学院学报（社会科学版）》
2018年第4期131-139,共9页
Journal of Mudanjiang Normal University(Social Sciences Edition)
基金
辽宁省教育厅项目(LJ2017QW017)
辽宁省社会科学规划项目(L16DGL008)
