品牌研究Issue(6)：25-38,14.
品牌心理所有权、顾客契合及自我-品牌联结的关系研究--以旅游品牌为例
The relations between brand psychological ownership,customer engagement and self-brand connection:using tourism brand as example--For tourism brand for example
摘要
Abstract
As the development of the social media,customer engagement becomes one of the most concerned topic in both academic and practice in marketing field. Although the concept and dimensions of customer engagement have not come to a consensus,both scholars and entre⁃preneurs think it is very important to the enterprise and brand. This study empirically investi⁃gates the relationship between customer engagement, brand psychological ownership and self-brand connection, using tourism brand as example. The analysis results show that the question⁃naire is reliable and validity,brand psychological ownership has a positive impact on the five di⁃mensions of customer engagement (identification, enthusiasm, attention, absorption, interaction), identification, enthusiasm and absorption have a positive impact on the self-brand connection. The conclusion has a significant implication to the customer management of tourism brand compa⁃ny in the context of the rapid development of social media. Finally, the study summarized the shortages and research interests in the future.关键词
顾客契合/品牌心理所有权/自我-品牌联结/旅游品牌Key words
Customer engagement/Brand psychological ownership/Self-brand connection/Tourism brand分类
管理科学引用本文复制引用
张辉,刘文德..品牌心理所有权、顾客契合及自我-品牌联结的关系研究--以旅游品牌为例[J].品牌研究,2016,(6):25-38,14.基金项目
国家自然科学基金项目 （）
