单亲和无父母青年的品牌忠诚度和品牌参与差异

M. Mork̄unas
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引用次数: 2

摘要

本研究揭示了单身或无父母的年轻人在品牌参与度、品牌忠诚度和品牌宣传方面的差异。研究发现,与对照组相比,在没有父母一方或双方陪伴的情况下长大至少三年的人与品牌的情感联系更高。一种被广泛认可的结构方程建模技术——偏最小二乘法——已经被应用来检验研究假设。立陶宛和拉脱维亚这两个波罗的海国家是这项研究的经验基础。这项研究的结果不仅与商业相关学科有关,如市场营销和管理,还与其他社会科学领域有关,这些领域认为单身或无父母的人之间存在更多与心理学相关的差异。
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Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults
The present study reveals differences in brand engagement, brand loyalty and brand evangelism among single or no parented young adults. It was found that persons who were raised without one or both parents for at least three years show higher emotional connectivity to brands compared to their counterparts from a control group. A widely recognized structural equation modelling technique—partial least squares method—has been applied in order to test the research hypotheses. Two Baltic States, namely, Lithuania and Latvia, served as an empirical basis of the study. The results of the research are relevant not only to business related disciplines, such as marketing and management, but also to other social sciences fields presuming the existence of more psychology-related differences among single or no parented persons.
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来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
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