品牌喜爱现象:系统的文献综述

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-04-02 DOI:10.1080/15332667.2019.1664871

Vivek Pani Gumparthi, Sabyasachi Patra

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引用次数: 59

摘要

摘要品牌喜爱是一群满意的消费者所经历的一种现象。构建品牌之爱对于学术界和从业者来说是非常重要的，因为一群满意的客户成为了忠诚的客户，从而降低了一些成本，也增强了一些营销活动。自其研究论文发表以来，可以观察到与品牌爱情文学相关的研究出版物数量激增。通过这项系统的文献综述，我们全面回顾了在各种科学期刊上发表的与品牌爱情文学相关的76篇文章，介绍了关键的突发主题、广泛使用的方法和分析方法、观察到的关键变量、主要的理论基础和战略概念框架。

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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The Phenomenon of Brand Love: A Systematic Literature Review

Abstract Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied customers become loyal customers, thereby reduce several costs and also enhance several marketing activities. Since the research paper of it can be observed that there has been a surge in the number of research publications pertinent to brand love literature. Through this systematic literature review, we comprehensively review seventy six articles pertinent to brand love literature, published in various scientific journals there by presenting the key emergent themes, extensively used methodologies and analysis approaches, key variables observed, dominant theoretical underpinnings and a strategic conceptual framework.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.