English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88613/118155 (75%)
Visitors : 23476850      Online Users : 339
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116492
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116492


    Title: Nothing can tear us apart: The effect of brand identity fusion in consumer-brand relationships
    Authors: 林芝璇
    Lin, Jhih-Syuan
    Sung, Yongjun
    Contributors: 傳播學院
    Date: 2014
    Issue Date: 2018-03-22 17:16:08 (UTC+8)
    Abstract: While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of consumer–brand relationships through the lens of brand identity fusion. Specifically, this research examines the effect of brand identity fusion on consumers’ responses to different brand transgressions. By comparing brand identity fusion with brand identification, this research also provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship‐serving biases and prorelationship behaviors in the face of brand transgressions. The applicability of brand identity fusion for understanding connections between consumers and brand relationship partners in consumer–brand relationships is presented, followed by discussions of theoretical and managerial implications and directions for future research.
    Relation: Psychology & Marketing, Vol.31, No.1, pp.54-69
    Data Type: article
    DOI 連結: https://doi.org/10.1002/mar.20675
    DOI: 10.1002/mar.20675
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML153View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback