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



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Day 3: Marketers Point of View.

Fedorikhin, Alexander, C. Whan Park and Matthew Thomson (2008), “Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions,” Journal of Consumer Psychology, 18 (4), 281-291.

Thomson, Matthew (2006), “Human Brands: Investigating Antecedents to Consumers’ Stronger Attachments to Celebrities,” Journal of Marketing, 70 (3), 104-119.

Aggarwal, Pankaj and Mengze Shi (2018) “Polygamous Brand Relationships”, Journal of the Association for Consumer Research, 3 (2), 188-201.

Park, Ji Kyung and Deborah Roedder John (2018), “Developing Brand Relationships after a Brand Transgression: The Role of Implicit Theories of Relationships”, Journal of the Association for Consumer Research, 3 (2), 175-187.

Khamitov, Mansur, Xin (Shane) Wang and Matthew Thomson, “How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities”, Working Paper.




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