자연주의적 탐구조사(Naturalistic Inquiry)

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

Customer Loyalty: Toward an Integrated Conceptual Framework:

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

https://www.jstor.org/stable/pdf/10.1086/209515.pdf

Consumers and their brands : developing relationship theory in consumer research

Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,...

Dimensions of Brand Personality

Material possession attachment, a property of the relationship between a specific person and a specific object of possession, reflects the extent of “me-ness” associated with that possession. The two Q-methodological studies reported here investigated the nature of this me-ness (and “not me-ness”). Study 1 explores different types of attachment and how these types portray various facets of a person's life story (i.e., identity). It shows how strong versus weak attachment, affiliation and/or autonomy seeking, and past, present, or future temporal orientation combine to form qualitatively distinct types of psychological significance. Study 2 begins development of a nomological network encompassing attachment by showing how mode of gift receipt (self-gift vs. interpersonal gift), as an antecedent, influences attachment type. Study 2 also examines aspects of successful and unsuccessful gifts. Both studies demonstrate that unidimensional affect fails to adequately describe or explain attachment. Together, the two studies suggest a more parsimonious way to represent person-possession relationships than has been offered in previous studies. Moreover, the findings help delineate the boundaries of attachment (e.g., What does it mean to say a possession is “not me”?).

https://www.jstor.org/stable/info/2489618

How Is a Possession “Me” or “Not Me”? Characterizing Types and an Antecedent of Material Possession Attachment

http://www.gentleye.com/research/cb/kleinejcp.pdf

Mundane Consumption and the Self: A Social-Identity Perspective

Susan Schultz Kleine is Associate Professor, Department of Marketing, Bowling Green State University, Bowling Green, Ohio 43403, (410) 354-8070, skleine@bgsu.edu. Stacey Menzel Baker is Assistant Professor, Department of Management and Marketing, College of Business Administration, University of Wyoming, P.O. Box 3275, Laramie, WY 82071, smbaker@uwyo.edu. Direct correspondence to either author. The authors would like to thank Russ Belk for his personal insights, Rob Kleine for his insights and feedback about the manuscript, and the editor and three reviewers for their many helpful suggestions.

/pdf/an-integrative-review-of-material-possession-attachment-1zngg3zugt.pdf

An Integrative Review of Material Possession Attachment

This study examines individuals' reports about emotive experience vis-a-vis their attitudinal judgments as predictors of subsequent behavior. Hypotheses are developed around the general premise that emotional reports tap information with motivational implications that need not be integrated into attitude judgments and thus should supplement attitude in prediction. The hypotheses are tested with a unique data base that allows categorization of subjects on the basis of diverse levels of prior experience and features naturally occurring behavior over a 12-month period as the criterion variable. The data support the premise that emotional variables can serve as incremental predictors in instances in which situational pressures may inhibit formation of meaningful attitudes. Also, the data suggest that emotional reports may furnish some unique information about what perpetuates a behavior. Implications for further integration of emotional experience into consumer research are discussed.

A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience

The way lay people think about health and wellness influences their health and wellness-related behaviors. This article integrates and synthesizes the research conducted to understand lay health worldviews. We identify 18 themes that capture the findings about lay health worldviews. The themes fall into four categories: definitions of health, explanations for health, external and/or uncontrollable factors impinging on health, and the place health occupies in people's lives. The results lead to the observation that lay health worldviews--or health styles--are not understood in depth, particularly in US populations. Variation across the themes underscores the need for further descriptive research designed to understand consumers' ways of thinking about health and how the many changes in the professional and folk sectors affect lay worldviews. This has implications with respect to understanding consumers' health care behaviors and developing more effective communication strategies.

http://journals.sagepub.com/doi/pdf/10.1177/1363459304045696

Susan Schultz Kleine

Papers

How Is a Possession “Me” or “Not Me”? Characterizing Types and an Antecedent of Material Possession Attachment

Mundane Consumption and the Self: A Social-Identity Perspective

An Integrative Review of Material Possession Attachment

A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience

Views of health in the lay sector: a compilation and review of how individuals think about health.