Emergence of Consumer - Brand Relationship From the Perspective of Schema
Date Issued
2014
Date
2014
Author(s)
Yang, Ta-Kai
Abstract
A well-established relationship between a consumer and marketers, including their brands, could be a major source of customer-focused competitive advantage for the firm. Therefore, it is important to understand why consumers form and maintain long-term relationships with some brands and not with others. To address this question, the present study adapts cognition view and develops a schema-based Consumer- Brand Relationship (CBR) process model to explain the mechanism through which consumers mentally represent their relationships with brands. Such a consumer-brand relationship framework attempts to tap into the "black box" in consumers'' minds.
The present study also has been designed to complement two important aspects of CBR: temporality, multiplicity. Accordingly, the specific objectives of the present study are 1) Uncovering CBR formation process, 2) How schema are developed and affect consumer-brand relationship volatility. 3) Identifying the drivers that encourage strengthening the CBR. Broadly, these findings have important implications for CBR and cognition domain.
Subjects
基模
顧客品牌關係
Type
thesis
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