心理科学进展2017，Vol.25Issue(8)：1411-1422,12.DOI:10.3724/SP.J.1042.2017.01411
品牌依恋:理论、测量及与相关变量的关系
Brand attachment: Theories, measurements and relationships to related variables
摘要
Abstract
Ever since it has been proposed,brand attachment is an important construct in consumer psychology and marketing area.It describes the connection between brand and consumers,thus it could be served as a significant predictor of consuming behavior.At the same time,it captures great attention from the marketing managers since it could reflect the effects of brand management efforts and marketing strategies.Based on previous research,the present paper synthesized the current status of research on brand attachment,including theoretical construct,measurement,theoretical model,its determinants and outcomes as well as the distinctions between brand attachment and other constructs,such as brand attitude or brand love.And then,the paper introduced the research work on brand attachment done by Chinese scholars.Finally,it concluded by proposing that future researches on brand attachment should focus on theoretical integration,external validity enhancement and cross-cultural difference.关键词
品牌依恋/依恋/品牌态度/品牌钟爱/消费行为Key words
brand attachment/attachment/brand attitude/brand love/consumer behavior分类
社会科学引用本文复制引用
吴丽丽,石筱璇,王贝依,张建新..品牌依恋:理论、测量及与相关变量的关系[J].心理科学进展,2017,25(8):1411-1422,12.基金项目
国家自然科学基金项目(31200789),国家社会科学基金重大项目(14ZDB161). （31200789）
