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



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