کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1019197 | 940404 | 2006 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
In-store music and consumer–brand relationships: Relational transformation following experiences of (mis)fit
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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
We examine the role of in-store music–brand “fit” in reinforcing brand position using in-depth interviews. Fit is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. We also identified the effect of misfit. Misfit had two contrasting brand effects: misfit resulted in counterfactual thinking about the brand, leading to a decline in the consumer–brand relationship, and misfit could be used strategically as part of a repositioning strategy. These positive effects of fit were moderated by music volume.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 59, Issue 9, September 2006, Pages 982–989
Journal: Journal of Business Research - Volume 59, Issue 9, September 2006, Pages 982–989
نویسندگان
Michael Beverland, Elison Ai Ching Lim, Michael Morrison, Milé Terziovski,