题名

品牌關係型態對品牌忠誠的影響：策略行銷觀點

并列篇名

The Impact of Brand Relationship Types on Brand Loyalty: The Perspective of Strategic Marketing

DOI

10.3966/207321472017090903004

作者

黃識銘(Shyh-Ming Huang)

关键词

情感型品牌關係 ； 工具型品牌關係 ； 品牌信任 ； 品牌愛慕 ； 品牌忠誠 ； Expressive Brand Relationship ； Instrumental Brand Relationship ； Brand Trust ； Brand Love ； Brand Loyalty

期刊名称

商略學報

卷期/出版年月

9卷3期（2017 / 09 / 01）

页次

207 - 232

内容语文

繁體中文
中文摘要

本研究依策略行銷觀點，探討品牌關係型態對品牌忠誠之影響，檢驗品牌信任與品牌愛慕之中介效果。以台灣三大都會區平板電腦使用者為調查對象，有效問卷樣本383份（回收率為89%），在95%信賴區間具有正負5%的誤差度，樣本檢定未發現無反應偏差及同源偏差的情況，以SmartPLS2.0及SPSS21.0進行驗證。發現情感型品牌關係對品牌信任有正向顯著影響，工具型品牌關係負向顯著影響品牌信任，品牌信任對品牌愛慕有正向顯著影響，品牌愛慕對態度忠誠及行為忠誠有正向顯著影響，品牌信任及品牌愛慕乃情感型品牌關係與態度及行為品牌忠誠的三路徑中介效果。此外，品牌信任及品牌愛慕乃工具型品牌關係與行為忠誠的三路徑中介效果。最後，提出管理意涵及後續研究建議。
英文摘要

This study was conducted by the strategic marketing perspective to test the impact of brand relationship types on brand loyalty, we also test three path effects of brand love and brand trust. This study collected from three metropolitan customers who used tablet PC. We get 383 usable samples, valid response rate is 89%, were tested for non -response bias and common-method bias, they seem to indicate that these biases were not significantly serious. Data analysis was performed with SmartPLS2.0 and SPSS21.0 to test the proposed model. The results indicated that expressive brand relationship is a significant predicator of brand trust. Instrumental brand relationship has a negative influence on brand trust. Brand trust has a positive influence on brand love. Brand love have influence on attitudinal and behavioral loyalty. Expressive brand relationship through three-path mediated effect of brand trust and brand love impacts on attitudinal and behavioral loyalty. Instrumental brand relationship through three path mediated effect of brand trust and brand love influences on behavioral loyalty. Finally, these results suggest managerial implications and the directions of future researches.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Huang, Y. T.,Jian, S. P.(2015).From Customer Satisfaction to Band Loyalty: A Mediation Model of Brand Trust and Brand Love.Marketing Review,12(2),161-188.
    連結：
  2. 王慧美、高慈薏(2014)。虛擬品牌社群對品牌忠誠度之影響─品牌關係之中介效果。行銷科學學報，10(2)，171-188。
    連結：
  3. 李宗耀(2013)。網購平台品牌忠誠度之研究：以平台使用階層及顧客心理認知為例。科技管理學刊，18(4)，61-89。
    連結：
  4. 沈經洪、洪順慶(2012)。品牌關係：顧客價值與品牌愛慕。臺大管理論叢，23(1)，1-28。
    連結：
  5. 彭台光、高月慈、林正棽(2006)。管理研究中的共同方法變異：問題本質、影響、測試和補救。管理學報，23(1)，77-89。
    連結：
  6. 黃延聰、簡碩甫(2015)。從顧客滿意到品牌忠誠：品牌信牌與品牌愛戀的中介模型。行銷評論，12(2)，161-188。
    連結：
  7. 黃識銘、方世榮、楊舒蜜(2010)。品牌利益對品牌忠誠度之影響：品牌關係品質與顧客關係品質的中介效果。管理與系統，17(3)，373-402。
    連結：
  8. 楊中芳(1999)。人際關係與人際情感的構念化。本土心理學研究，12，105-179。
    連結：
  9. 劉祥熹、涂登才、羅建昇(2010)。從關係價值與關係品質觀點探討品牌形象對顧客滿意度與忠誠度之影響：臺灣筆記型電腦產業為例。管理學報，27(3)，225-245。
    連結：
  10. 資策會 FIND，2014。資策會FIND(2014)/服務創新體驗設計系統研究與推動計畫(2/4)，經濟部技術處。http://www.cna.com.tw/postwrite/Detail/153163.aspx#.Vu4fJ-J96Uk)
  11. Aaker, D. A.(1991).Managing Brand Equity.New York:The Free Press.
  12. Aaker, D. A.(Ed.),Biel, A. L.(Ed.)(1993).Brand Equity and Advertising: Advertising's Role in Building Strong Brands.Hillsdale, New Jersey:Lawrence Erlbaum Associates.
  13. Aaker, J. L.(1997).Dimensions of Brand Personality.Journal of Marketing Research,34(3),347-356.
  14. Aggarwal, P.(2004).The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior.Journal of Consumer Research,31(1),87-101.
  15. Agustin, C.,S ingh, J.(2005).Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges.Journal of Marketing Research,42(1),96-108.
  16. Ahuvia, A. C.(2005).Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives.Journal of Consumer Research,32(1),171-184.
  17. Albert, N.,Merunka, D.(2013).The Role of Brand Love in Consumer-brand Relationships.Journal of Consumer Marketing,30(3),285-266.
  18. Albert, N.,Merunka, D.,Valette-Florence, P.(2013).Brand Passion: Antecedents and Consequences.Journal of Business Research,66(7),904-909.
  19. Armstrong, J. S.,Overton, T. S.(1977).Estimating Nonresponse Bias in Mail Surveys.Journal of Marketing Research,14(7),396-402.
  20. Aurier, P.,N'Goala, G.(2010).The Differing and Mediating Roles of Trust and Relationship Commitment in Service Relationship Maintenance and Development.Journal of the Academy of Marketing Science,38(3),303-325.
  21. Aurier, P.,Séré de Lanauze, G.(2012).Impacts of Perceived Brand Relationship Orientation on Attitudinal Loyalty: An Application to Strong Brands in the Packaged Goods Sector.European Journal of Marketing,46(11/12),1602-1627.
  22. Avis, M.,Aitken, R.,Ferguson, S.(2012).Brand Relationship and Personality Theory Metaphor or Consumer Perceptual Reality.Marketing Theory,12(3),311-331.
  23. Baldinger, A. L.,Rubinson, J.(1996).Brand Loyalty: The Link between Attitude and Behavior.Journal of Advertising Research,36(November/December),22-36.
  24. Baldus, B. J.,Voorhees, C.,Calantone, R.(2015).Online Brand Community Engagement: Scale Development and Validation.Journal of Business Research,68(5),978-985.
  25. Barbalet, J. M.(1996).Social Emotions: Confidence, Trust and Loyalty.International Journal of Sociology and Social Policy,16(9/10),75-96.
  26. Batra, R.,Ahuvia, A.,Bagozzi, R. P.(2012).Brand Love.Journal of Marketing,76(2),1-16.
  27. Bergkvist, L.,Bech-Larsen, T.(2010).Two Studies of Consequences and Actionable Antecedents of Brand Love.Journal of Brand Management,17(7),504-518.
  28. Bhattacharya, C. B.,Sen, S.(2003).Consumer-company Identification: A Framework for Understanding Consumers' Relationships with Companies.Journal of Marketing,67(2),76-88.
  29. Blackston, M.(1992).Observations: Building Brand Equity by Managing the Brand's Relationships.Journal of Advertising Research,32(3),79-83.
  30. Brown, G. H.(1952).Brand Loyalty - Fact or Fiction?.Advertising Age,23(9),53-55.
  31. Burns, A. C.,Bush, R. F.(2006).Marketing Research.Upper Saddle River:Pearson Prentice Hall.
  32. Carroll, B. A.,Ahuvia, A. C.(2006).Some Antecedents and Outcomes of Brand Love.Marketing Letters,17(2),79-89.
  33. Chandler, J.,Owen, M.(2002).Developing Brands with Qualitative Market Research.London:Sage Publications Ltd..
  34. Chaudhuri, A.,Holbrook, M. B.(2001).The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.Journal of Marketing,65(2),81-93.
  35. Chen, P. T.,Hu, H. H.(2010).The Effect of Relational Benefits on Perceived Value in Relation to Customer Loyalty: An Empirical Study in the Australian Coffee Outlets Industry.International Journal of Hospitality Management,29(3),405-412.
  36. Chen, S. C.,Quester, P. G.(2015).The Relative Contribution of Love and Trust towards Customer Loyalty.Australasian Marketing Journal,23(1),13-18.
  37. Correia Loureiro, S. M.,Kaufmann, H. R.(2012).Explaining Love of Wine Brands.Journal of Promotion Management,18(3),329-343.
  38. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship Quality in Service Selling: An Interpersonal Influence Perspective.Journal of Marketing,54(3),236-245.
  39. Day, G. S.(1969).A Two-Dimensional Concept of Brand Loyalty.Journal of Advertising Research,9(3),29-35.
  40. Delgado-Ballester, E.,Luis Munuera-Alemán, J.(2001).Brand Trust in the Context of Consumer Loyalty.European Journal of Marketing,35(11/12),1238-1258.
  41. Deng, Z.,Lu, Y.,Wei, K. K.,Zhang, J.(2010).Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China.International Journal of Information Management,30(4),289-300.
  42. Dick, A. S.,Basu, K.(1994).Customer loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-113.
  43. Dunn, J. R.,Schweitzer, M. E.(2005).Feeling and Believing: The Influence of Emotion on Trust.Journal of Personality and Social Psychology,88(5),736-748.
  44. Dwivedi, A.,Johnson, L. W.(2013).Trust-commitment as A Mediator of the Celebrity Endorser-brand Equity Relationship in A Service Context.Australasian Marketing Journal,21(1),36-42.
  45. Erciş, A.,Ünal, S.,Candan, F. B.,Yıldırım, H.(2012).The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions.Procedia-Social and Behavioral Sciences,58(12),1395-1404.
  46. Esch, F.-R.,Langner, T.,Schmitt, B. H.,Geus, P.(2006).Are Brand Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases.Journal of Product and Brand Management,15(2),98-105.
  47. Fehr, B.(1988).Prototype Analysis of the Concepts of Love and Commitment.Journal of Personality and Social Psychology,55(4),557-579.
  48. Fetscherin, M.,Heinrich, D.(2015).Consumer Brand Relationships Research: A Bibliometric Citation Meta-analysis.Journal of Business Research,68(2),380-390.
  49. Flavián, C.,Guinalíu, M.,Gurrea, R.(2006).The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty.Information & Management,43(1),1-14.
  50. Fournier, S.(1998).Consumers and Their Brands: Developing Relationship Theory in Consumer Research.Journal of Consumer Research,24(4),343-353.
  51. Fournier, S.(Ed.),Breazeale, M.(Ed.),Fetscherin, M.(Ed.)(2012).Consumer Brand Relationships: Theory and Practice.London:Routledge.
  52. Fournier, S.,Yao, J. L.(1997).Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-brand Relationships.International Journal of Research in Marketing,14(5),451-472.
  53. Garbarino, E.,Johnson, M. S.(1999).The Difference Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63(2),70-87.
  54. Giovannini, S.,Xu, Y.,Thomas, J.(2015).Luxury Fashion Consumption and Generation Y Consumers: Self, Brand Consciousness, and Consumption Motivations.Journal of Fashion Marketing and Management,19(1),22-40.
  55. Gommans, M.,Krishan, K. S.,Scheddold, K. B.(2001).From Brand Loyalty to E-loyalty: A Conceptual Framework.Journal of Economic and Social Research,3(1),43-58.
  56. Grönroos, C.(2009).Marketing as Promise Management: Regaining Customer Management for Marketing.Journal of Business & Industrial Marketing,24(5/6),351-359.
  57. Habibi, M. R.,Laroche, M.,Richard, M. O.(2014).The Roles of Brand Community and Community Engagement in Building Brand Trust on Social Media.Computers in Human Behavior,37,152-161.
  58. Hair, J. F.,Black, W. C.,Babin, J.,Anderson, R. E.(2010).Multivariate Data Analysis.Upper Saddle River, New Jersey:Pearson Education Inc..
  59. Hair, J. F.,Hult, G.T.M.,Ringle, C. M.,Sarstedt, M.(2014).A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).Thousand Oaks, California:Sage Publications.
  60. Hair, J.F.,Ringle, C. M.,Sarstedt, M.(2011).PLS-SEM: Indeed a Silver Bullet.Journal of Marketing Theory and Practice,19(2),139-152.
  61. Harman, H. H.(1976).Modern Factor Analysis.Chicago:The University of Chicago Press.
  62. Harris, L. C.,Goode, M. M.(2004).The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics.Journal of Retailing,80(2),139-158.
  63. Hayes, A. F.(2013).Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach.New York:Guilford Press.
  64. Henseler, J.,Ringle, C. M.,Sinkovics, R. R.(2009).The Use of Partial Least Squares Path Modeling in International Marketing.Advances in International Marketing,20(1),277-320.
  65. Hess, J.,Story, J.(2005).Trust-based Commitment: Multidimensional Consumer-brand Relationships.Journal of Consumer Marketing,22(6),313-322.
  66. Hess, J.,Story, J.,Danes, J.(2011).A Three-stage Model of Consumer Relationship Investment.Journal of Product & Brand Management,20(1),14-26.
  67. Holt, D. B.(2002).Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding.Journal of Consumer Research,29(1),70-90.
  68. Jacoby, J.,Chestnut, R. W.(1978).Brand Loyalty: Measurement and Management.New York:John Wiley& Sons.
  69. Johnson, D.,Grayson, K.(2005).Cognitive and Affective Trust in Service Relationships.Journal of Business Research,58(4),500-507.
  70. Jones, T.,Sasser, W. E.(1995).Why Satisfied Customers Defect.Harvard Business Review,Nov.- Dec.,88-99.
  71. Lagace, R. R.,Dahlstrom, R.,Gassenheimer, J. B.(1991).The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry.Journal of Personal Selling and Sales Management,11(4),39-47.
  72. Laroche, M.,Habibi, M. R.,Richard, M. O.(2013).To Be or Not to Be in Social Media: How Brand Loyalty is Affected by Social Media?.International Journal of Information Management,33(1),76-82.
  73. Larzelere, R.E.,Huston, T.L.(1980).The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationships.Journal of Marriage and Family,42(3),595-604.
  74. Lee, D.,Moon, J.,Kim, Y. J.,Mun, Y. Y.(2015).Antecedents and Consequences of Mobile Phone Usability: Linking Simplicity and Interactivity to Satisfaction, Trust, and Brand Loyalty.Information & Management,52(3),295-304.
  75. Liang, H.,Saraf, N.,Hu, Q.,Xue, Y.(2007).Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management.MIS Quarterly,31(1),59-87.
  76. Lim, K. S.,Razzaque, M. A.(1997).Brand Loyalty and Situational Effects: An Interactionist Perspective.Journal of International Consumer Marketing,9(4),95-115.
  77. Lin, H. H.,Wang, Y. S.(2006).An Examination of the Determinants of Customer Loyalty in Mobile Commerce Contexts.Information & Management,43(3),271-282.
  78. Lusch, R. F.,Vargo, S. L.,O'Brien, M.(2007).Competing through Service: Insights from Service-dominant Logic.Journal of Retailing,83(1),5-18.
  79. MacInnis, D. J.,Park, C. W.,Priester, J.(2009).Handbook of Brand Relationships.NY:ME Sharpe.
  80. Matzler, K.,Grabner-Kräuter, S.,Bidmon, S.(2008).Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect.Journal of Product & Brand Management,17(3),154-162.
  81. Mehrabian, A.,Russell, J. A.(1975).An Approach to Environmental Psychology.the MIT Press.
  82. Möllering, G.(2002).Perceived Trustworthiness and Inter‐firm Governance: Empirical Evidence from the UK Printing Industry.Cambridge Journal of Economics,26(2),139-160.
  83. Morgan R. M.,Hunt S. D.(1994).The Commitment-trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
  84. Mukherjee, A.,Nath, P.(2007).Role of Electronic Trust in Online Retailing: A Re-examination of the Commitment-trust Theory.European Journal of Marketing,41(9/10),1173-1202.
  85. Muniz, A. M.,O'guinn, T. C.(2001).Brand Community.Journal of Consumer Research,27(4),412-432.
  86. Myers, C. D.,Tingley, D.(2016).The Influence of Emotion on Trust.Political Analysis,24(4),492-500.
  87. Odin, Y.,Odin, N.,Valette-Florence, P.(2001).Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigate.Journal of Business Research,53(2),75-84.
  88. Palmatier, R. W.,Dant, R. P.,Grewal, D.,Evans, K. R.(2006).Factors Influencing the Effectiveness of Relationship Marketing: A Meta-analysis.Journal of Marketing,70(4),136-153.
  89. Pan, Y.,Sheng, S.,Xie, F. T.(2012).Antecedents of Customer Loyalty: An Empirical Synthesis and Reexamination.Journal of Retailing and Consumer Services,19(1),150-158.
  90. Park, C. W.(Ed.),MacInnis, D. J.(Ed.),Priester, J. R.(Ed.)(2009).Handbook of Brand Relationships.New York:Sharpe.
  91. Park, C. W.,MacInnis, D. J.,Priester, J. R.(2006).Beyond Attitudes: Attachment and Consumer Behavior.Seoul National Journal,12(2),3-36.
  92. Park, C.W.,MacInnis, D. J.,Priester, J.,Eisingerich, A. B.,Iacobucci, D.(2010).Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.Journal of Marketing,74(6),1-17.
  93. Payne, A.,Storbacka, K.,Frow, P.,Knox, S.(2009).Co-creating Brands: Diagnosing and Designing the Relationship Experience.Journal of Business Research,62(3),379-389.
  94. Peng, K. F.,Chen, Y.,Wen, K. W.(2014).Brand relationship, Consumption Values and Branded App Adoption.Industrial Management & Data Systems,114(8),1131-1143.
  95. Podsakoff, P. M.,MacKenzie, S. B.,Lee, J. Y.,Podsakoff, N. P.(2003).Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended.Journal of Applied Psychology,88(5),879-903.
  96. Podsakoff, P. M.,Organ, D. E.(1986).Self-report in Organizational Research: Problems and Prospects.Journal of Management,12(4),531-544.
  97. Preacher, K. J.,Hayes, A. F.(2008).Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models.Behavior Research Methods,40(3),879-891.
  98. Reichheld, F. F.,Sasser, W. E.(1990).Zero Defections: Quality Comes to Services.Harvard Business Review,68,105-110.
  99. Sarkar, A.,Sreejesh, S.(2014).Examination of the Roles Played by Brand Love and Jealousy in Shaping Customer Engagement.Journal of Product & Brand Management,23(1),24-32.
  100. Seppänen, R.,Blomqvist, K.,Sundqvist, S.(2007).Measuring Inter- organizational Trust-A Critical Review of the Empirical Research in 1990-2003.Industrial Marketing Management,36(2),249-265.
  101. Sirdeshmukh, D.,Singh, J.,Sabol, B.(2002).Consumer Trust, Value, and Loyalty in Relational Exchanges.Journal of Marketing,66(1),15-37.
  102. So, K. K. F.,King, C.,Sparks, B. A.,Wang, Y.(2016).The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands.Journal of Travel Research,55(1),167-178.
  103. Sondoh, S. L.,Omar, M. W.,Wahid, N. A.,Ismail, I.,Harun, A.(2007).The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic.Asian Academy of Management Journal,12(1),83-107.
  104. Song, Y.,Hur, W. M.,Kim, M.(2012).Brand Trust and Affect in the Luxury Brand-customer Relationship.Social Behavior and Personality: An International Journal,40(2),331-338.
  105. Sternberg, R. J.(1997).Construct Validation of a Triangular Love Scale.European Journal of Social Psychology,27(3),313-335.
  106. Tam, J. K.,Wong, Y. H.(2001).Interactive Selling: A Dynamic Framework for Service.The Journal of Service Marketing,15(4),379-396.
  107. Taylor, A. B.,MacKinnon, D. P.,Tein, J. Y.(2008).Tests of the Three-path Mediated Effect.Organizational Research Methods,11(2),241-269.
  108. Taylor, S. A.,Donovan, L. A. N.,Ishida, C.(2014).Consumer Trust and Satisfaction in the Formation of Consumer Loyalty Intentions in Transactional Exchange: The Case of a Mass Discount Retailer.Journal of Relationship Marketing,13(2),125-154.
  109. Tenenhaus, M.,Vinzi, V. E.,Chatelin, Y. M.,Lauro, C.(2005).PLS Path Modeling.Computational Statistics and Data Analysis,48(1),159-205.
  110. Thomson, M.(2006).Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities.Journal of Marketing,70(3),104-119.
  111. Thomson, M.,MacInnis, D. J.,Park, C. W.(2005).The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands.Journal of Consumer Psychology,15(1),77-91.
  112. Tsai, H. T.,Huang, H. C.,Jaw, Y. L.,Chen, W. K.(2006).Why On‐line Customers Remain with A Particular E-retailer: An Integrative Model and Empirical Evidence.Psychology and Marketing,23(5),447-464.
  113. Tsai, S. P.(2011).Strategic Relationship Management and Service Brand Marketing.European Journal of Marketing,45(7/8),1194-1213.
  114. Unal, S.,Aydın, H.(2013).An Investigation on the Evaluation of the Factors Affecting Brand Love.Procedia - Social and Behavioral Sciences,92(10),76-85.
  115. Van Lange, P. A. M.(Ed.),Kruglanski, A.W.(Ed.),Higgins, E.T.(Ed.)(2011).Handbook of Theories of Social Psychology.Thousand Oaks, CA:Sage.
  116. Vargo, S. L.,Lusch, R. F.(2004).Evolving to A New Dominant Logic for Marketing.Journal of Marketing,68(1),1-17.
  117. Veloutsou, C.(2015).Brand Evaluation, Satisfaction and Trust as Predictors of Brand Loyalty: The Mediator-moderator Effect of Brand Relationships.Journal of Consumer Marketing,32(6),405-421.
  118. Veloutsou, C.(2007).Identifying the Dimensions of the Product-brand and Consumer Relationship.Journal of Marketing Management,23(1-2),7-26.
  119. Vinzi, V. Esposito(Ed.),Chin, W.W.(Ed.),Henseler, J.(Ed.),Wang, H.(Ed.)(2010).Handbook of Partial Least Squares: Concepts, Methods and Applications in Marketing and Related Fields.Berlin:Springer.
  120. Vlachos, P. A.,Vrechopoulos, A. P.(2012).Consumer-retailer Love and Attachment: Antecedents and Personality Moderators.Journal of Retailing and Consumer Services,19(2),218-228.
  121. Watson IV, G. F.,Beck, J. T.,Henderson, C. M.,Palmatier, R. W.(2015).Building, Measuring, and Profiting from Customer Loyalty.Journal of the Academy of Marketing Science,43(6),790-825.
  122. Yasin, M.,Shamim, A.(2013).Brand Love: Mediating Role in Purchase Intentions and Word-of-mouth.Journal of Business and Management,7(2),101-109.
  123. Zhou, Z.,Zhang, Q.,Su, C.,Zhou, N.(2012).How Do Brand Communities Generate Brand Relationships? Intermediate Mechanisms.Journal of Business Research,65(7),890-895.
  124. 朱瑞玲(1993)。台灣心理學研究知本土化的回顧與展望。本土心理學研究，1，89-119。
  125. 周志民、張曉生(2008)。消费价值、品牌關係型態与品牌忠诚的關係研究。深圳大學學報（人文社會科學版），25(2)，79-85。
  126. 黃光國(1999)。人情與關係的構念化。本土心理學研究，12，215-248。
print cancel