How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty Across Different Cultures and Institutions
Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in some cultural and institutional contexts than others.
Mansur Khamitov, Matthew Thomson, and Xin (Shane) Wang (2019) ,"How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty Across Different Cultures and Institutions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 689-690.
Mansur Khamitov, Nanyang Technological University, Singapore
Matthew Thomson, Western University, Canada
Xin (Shane) Wang, Western University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink
Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada