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Building consumer–brand relationship: A cross‐cultural experiential view
Author(s) -
Chang PaoLong,
Chieng MingHua
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20140
Subject(s) - psychology , experiential learning , brand relationship , sample (material) , cross cultural , personality , association (psychology) , advertising , china , brand experience , brand image , marketing , social psychology , brand management , business , sociology , political science , pedagogy , chemistry , chromatography , product management , anthropology , law , psychotherapist , new product development
This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross‐cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer–brand relationship. © 2006 Wiley Periodicals, Inc.