會議論文
| 學年 | 104 |
|---|---|
| 學期 | 2 |
| 發表日期 | 2016-06-16 |
| 作品名稱 | When and Why the Brand Lover Won’t Love the Brand |
| 作品名稱（其他語言） | |
| 著者 | 黃哲盛 |
| 作品所屬單位 | |
| 出版者 | |
| 會議名稱 | 38th Annual ISMS Marketing Science Conference |
| 會議地點 | 上海, 中國 |
| 摘要 | This study aims to re-explore the customer-brand love relationship by switch path analysis research. Through comparing the dimension and process of brand love concepts, the purpose of this study is to examine what kinds of mindset, emotion and behavior of consumers with love brand will mostly facilitate themselves to engage in brand related relationships, and to explore when and why such kind of brand lovers will do the brand switching behavior. The author argues that (1) customer-brand love relationship is dynamic and changeable; (2) brand lovers won’t always complain unless the unpleasant state or unexpected behaviors of their loving brands reach the level of brand detachment or exceed the threshold of tolerance; (3) there is usually no significant phenomenon or symptoms firm can find the brand lovers intending to switch in advance. For research design, the authors use in-depth interviews to collect experienced brand switching data through the process of brand detachment behaviors, employ content analysis to identify critical incidents, and combine the method of sequential critical incident analysis to interpret why the brand lovers decided switch to other brand and the technique of switching path analysis to construct their paths of brand switching processes. Based on the deduction drawn from sequential critical incident analysis and hermeneutic mode of interpretation, the finding enhances our understanding of even the brand lover might do brand switching behavior, and it provides a useful construct foundation for future studies. |
| 關鍵字 | |
| 語言 | en |
| 收錄於 | |
| 會議性質 | 國際 |
| 校內研討會地點 | 無 |
| 研討會時間 | 20160616~20160618 |
| 通訊作者 | 黃哲盛 |
| 國別 | CHN |
| 公開徵稿 | |
| 出版型式 | |
| 出處 | proceedings of 38th Annual ISMS Marketing Science Conference |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/107521 ) |