Consumer-brand relationship in the context of Chinese culture: A theoretical construct and empirical study

• Published in: Frontiers of business research in China Vol. 3; no. 4; pp. 493 - 513
• Main Authors: Jiaxun, HE, Taihong, LU
• Format: Journal Article
• Language: English
• Published: Netherlands Brill 2009; SP Higher Education Press; Springer Nature B.V
• Subjects: Accounting/Auditing; Alliances; brand relationship quality; brand relationship types; Business and Management; Business Finance; consumer-brand relationship; Human Resource Management; indigenous perspective; Marketing; Organization; Research Article; brand relationship quality; brand relationship types; indigenous perspective; 品牌关系质量; 本土化研究; consumer-brand relationship; 消费者-品牌关系; 品牌关系类型

Using the theory of indigenous interpersonal relationship and the metaphor of the brand-as-relationship-partner (BARP), this paper develops a theoretical construct of consumer-brand relationship in the Chinese context and proposes a brand relationship framework that consists of four basic types, nam...