What is the Role of Memory in Consumer–Brand Relationship? Insight from sport industry

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2021-08-23 DOI:10.1177/09732586211034929

R. Cayolla, S. Loureiro

引用次数: 3

Abstract

We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.

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记忆在消费者与品牌关系中的作用是什么?来自体育产业的洞察

我们生活在一个象征意义极其重要的时代。记忆是构建个人身份以及随后建立的关系的一个特别重要的部分，无论是个人关系还是与喜爱的品牌的关系。心理学和神经科学先前关于消极影响的研究声称，消极事件比积极事件的影响更大。在体育行业这样的情感环境中，成为一名球迷对各个层面都有影响：心理、心理和行为。本研究从心理学的角度深化了记忆的主题，提出了消费者神经科学研究中运动迷行为中记忆积极效应的假设。此外，还提出了理论贡献和管理建议，作为进一步研究的方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.

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