Building Consumer–Brand Relationship: A Cross-Cultural Experiential View

Updated: Dec 15, 2020

Pao-Long Chang National Chiao Tung University & Feng Chia University Ming-Hua Chieng National Chiao Tung University


Psychology & Marketing, Vol. 23(11): 927–959 (November 2006) Published online in Wiley InterScience (www.interscience.wiley.com) © 2006 Wiley Periodicals, Inc. DOI: 10.1002/mar.20140



ABSTRACT


This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer–brand relationship.



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