Do Customers Like to Be Abused? a Study on Customer Loyalty Among Chinese Millennial Generation From a Stockholm Syndrome Perspective

By utilizing 25 semi-structured interviews, this study explores why dissatisfied customers –‘victims’ still stay with disappointed brands –‘abusers’, contributing to brand relationship literature by adopting Stockholm Syndrome (SS) perspective. It further contributes to SS theory by introducing a new dimension to SS indicators based on characteristics of Chinese millennial consumers.



Citation:

Yan Zhang, Jun Luo, and Martin Liu (2018) ,"Do Customers Like to Be Abused? a Study on Customer Loyalty Among Chinese Millennial Generation From a Stockholm Syndrome Perspective", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 290-290.

Authors

Yan Zhang, Warwick Business School, UK
Jun Luo, Nottingham University Business School China, China
Martin Liu, Nottingham University Business School China, China



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More

Featured

C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China

Read More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.