Seminar on Consumer-Brand Relationships First Meeting: Monday, September 24, 2018 Professor



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Day 2: Measurement

Escalas, Jennifer Edson and James R. Bettman (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands”, Journal of Consumer Psychology, 13 (3), 339-348.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91

Brakus, J. Josko, Bernd H. Schmitt and Lia Zarantonello (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty”, Journal of Marketing, Vol. 73 (3), 52-68.

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.

Albert, Noel and Matthew Thomson (2018), “A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations and Identify Future Research Priorities”, Journal of the Association for Consumer Research, 3 (2), 130-146.






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