دانلود مقاله ISI انگلیسی شماره 50867
عنوان فارسی مقاله

ترویج وفاداری به برند بین المللی از طریق روابط متعهد و متصل

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
50867 2011 14 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Fostering international brand loyalty through committed and attached relationships
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Business Review, Volume 20, Issue 5, October 2011, Pages 521–534

کلمات کلیدی
دلبستگی به برند - تعهد به برند - تجربه مصرف کننده جامع - وفاداری به برند بین المللی - رویکرد رابطه سازی
پیش نمایش مقاله
پیش نمایش مقاله ترویج وفاداری به برند بین المللی از طریق روابط متعهد و متصل

چکیده انگلیسی

The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the relationship-building approach to best use. The current study, orchestrating the main concepts derived from three relationship-building paradigms with necessary adaptations and modifications, develops and validates the Relationship-Building for Strategic Brand Management Model. Its most noteworthy contribution lies in the coalescence of pragmatic utilitarianism, emotionalism and social symbolism, orienting the relationship-building approach to correspond to the principle of holistic consumer experience management. As explicated by the model, committed and attached relationships built upon the relationship foundation mirroring the holistic essentiality of holistic consumer experience are convertible into powerful driver of international brand loyalty. The model structure and causal path pattern prove to be applicable to different international product brand categories in different regions. Strategic implications are deduced from the research findings, which the international brand manager may take into consideration to maximize the effectiveness of relationship-building strategies for fostering brand loyalty in the international market.

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