消费者目的：对心理纽带的整体反思

Q3 Business, Management and Accounting Journal of Asia-Pacific Business Pub Date : 2023-04-03 DOI:10.1080/10599231.2023.2210987

Yuchin (Jerrie) Hsieh, B. Canziani, D. Welsh

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引用次数: 1

摘要

摘要这篇概念性论文综合了需求、目标和价值/形象一致性理论，提出了消费者与公司及其品牌或产品的心理互动的包容性概念。为了最大限度地提高服务体验和营销信息，并确保可持续的成功，营销人员和创新者必须收集有关消费者需求、目标、价值观和自我形象的整体情报，以加强消费者与公司及其品牌的心理联系。

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Consumer Purpose: A Holistic Rethinking of Psychological Bonds

ABSTRACT This conceptual paper integrates needs, goals, and value/image congruence theories to propose an inclusive concept of consumer psychological engagement with companies and their brands or products. To maximize service experiences and marketing messages and ensure sustainable success, marketers and innovators must collect holistic intelligence on consumers’ needs, goals, values, and self-image to strengthen consumers’ psychological bonds with firms and their brands.

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.