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    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

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