کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1018551 | 940352 | 2008 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
When consumers love their brands: Exploring the concept and its dimensions
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Consumers may develop feelings of love toward some brands, but the meaning and underlying dimensions of this construct require further development. Through an exploratory Internet study of 843 respondents in France, this research used both qualitative and quantitative approaches to explore the concept of love. Eleven dimensions emerge through a correspondence analysis and the concomitant use of a multiple correspondence analysis and cluster analysis of the wording that respondents use to describe their feeling of love and the special type of relationships they have with the brands they love. These dimensions identified in France compare to dimensions of love found in previous research conducted in the United States.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 61, Issue 10, October 2008, Pages 1062–1075
Journal: Journal of Business Research - Volume 61, Issue 10, October 2008, Pages 1062–1075
نویسندگان
Noël Albert, Dwight Merunka, Pierre Valette-Florence,