ACRoss Space and Time : How Cultural and Institutional Differences Explain Consumer-Brand Relationships’ Differential Effects on Brand Loyalty

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in some cultural and institutional contexts than others

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Year of publication:	2019
Authors:	Khamitov, Mansur ; Wang, Xin (Shane) ; Thomson, Matthew
Publisher:	[S.l.] : SSRN
Subject:	Beziehungsmarketing \| Relationship marketing \| Konsumentenverhalten \| Consumer behaviour \| Markentreue \| Brand loyalty \| Markenführung \| Brand management \| Markenimage \| Brand image \| Markenartikel \| Brand

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Extent:	1 Online-Ressource (3 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 11-12, 2019 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 1, 2019 erstellt
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; M37 - Advertising ; M39 - Marketing and Advertising. Other ; D12 - Consumer Economics: Empirical Analysis
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014105862