The Deterioration Effects of Consumer Indebtedness on Consumer and Brand Relationships: When Gift Giving is not Appreciated

Prapatsorn Suetrong
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引用次数: 0

Abstract

Most literature on gift giving has focused on positive feelings between giver and receiver in contexts of family members or close friends. This concept is applied to gift giving strategies that used to establish positive consumer and brand relationships. However, these strategies may not result in pleasurable outcomes in all cases because they entail consumer psychological damage such as dissatisfaction and indebtedness. With a different perspective, this study investigates how negative gift giving experiences impact consumer and brand relationships. Online questionnaires were used to collect data in Thailand. Structural equation modelling results showed that negative gift giving experiences cause consumer dissatisfaction and consumer indebtedness. These feelings lead to brand hate and brand avoidance. The results also revealed the mediating role of consumer indebtedness. The results contribute theoretical insight into brand relationships and lead to recommendations on marketing practice.
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消费者负债对消费者与品牌关系的恶化效应:当礼物不被欣赏时
大多数关于送礼物的文献都集中在家庭成员或亲密朋友的情况下送礼者和受礼者之间的积极情感。这一概念适用于礼品赠送策略,用于建立积极的消费者和品牌关系。然而,这些策略可能不会在所有情况下都产生令人愉快的结果,因为它们会导致消费者的心理伤害,如不满和负债。本研究以不同的视角,探讨负面的送礼经历如何影响消费者和品牌关系。在泰国使用在线问卷收集数据。结构方程模型结果表明,负面的送礼体验导致消费者不满和消费者负债。这些感觉会导致品牌厌恶和品牌回避。结果还揭示了消费者负债的中介作用。研究结果有助于对品牌关系的理论洞察,并为营销实践提供建议。
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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CiteScore
1.20
自引率
11.10%
发文量
0
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