消费者品牌依恋对品牌忠诚的影响研究
|
摘要
中国已迈入品牌经济时代，产品的高度同质化使得企业不得不在重视创新性研发的同时也将品牌视作企业的核心竞争力，品牌忠诚度是衡量品牌资产价值的重要维度。如何提升消费者的品牌忠诚度，让消费者增加重复购买的数量和质量，让消费者保持对特定品牌的持续偏好，成为中外营销学者长期关注的重要课题。影响消费者品牌忠诚的心理因素有很多，依恋就是一个在近年来日益受到关注的影响品牌忠诚的重要心理变量。本文从消费者行为学的视角切入，尝试运用结构方程的定量实证研究方法，分析消费者品牌依恋对品牌忠诚的影响机理，试图验证：消费者对品牌的依恋情感通过消费者-品牌关系（特别是其中的满意、信任、承诺维度）的中介对其品牌忠诚产生影响。本文在对消费者心理分析的基础上，为品牌营销者设计出依恋营销的操作策略，以激发消费者增加品牌消费的频率与质量，提高消费者对特定品牌的忠诚度，最终提升品牌运营企业的整体绩效与竞争力。
1.本文从以下几个方面开展研究：
（1）问题的提出与研究规划。首先分析我国品牌经济的发展现状，指出关系营销和情感营销的重要意义；其次介绍了本文的研究主题——消费者的品牌依恋对品牌忠诚的影响机理，认为品牌经营者通过各种策略来激发消费者对品牌的依恋情感，可以增强消费者的消费意愿，提升消费者的品牌忠诚度。最后，本文提出具体的研究方案。
（2）文献综述。首先对依恋及消费者品牌依恋的内涵、影响因素、动机、决策模型等进行了回顾；其次，对消费者-品牌关系质量进行了文献回顾，特别对其核心维度满意、信任、承诺的相关文献进行了综述。最后，对品牌忠诚的定义、类型和影响因素等进行了回顾和评述。
（3）理论模型与研究假设。首先理论推导了本研究的逻辑模型，并进一步形成具体的“品牌依恋情感-关系变量-品牌忠诚”研究理论模型。其次，针对理论模型中的变量关系提出了研究假设。
（4）测项产生与小样本验证。首先通过对国内外研究文献的分析，收集整理理论模型中各变量的测量量表，并根据本研究的视角遴选相对成熟的量表作为基础量表库。其次，为了保证各变量的测量有效性，在基础量表库的基础上，结合我国文化特点进行内容修改，编制出初始量表，进行小样本验证。最后，通过小样本调查，利用描述统计、相关分析、因素负荷量等项目分析工具来对量表题项进行修订。通过对小样本数据的分析，初步优化了测量项目，为大样本调查作准备。
（5）大规模调查和假设检验。首先，通过调查问卷的发放与回收，进行样本的描述性统计；通过大样本数据，再次通过描述统计、相关分析、因素分析等方法进行项目分析，评价测量的效度和信度。通过探索性和验证性因子分析、结构方程模型分析，检验所提出的假设和理论模型是否成立。
2.通过对以上内容的分析，本文得出以下结论：
（1）消费者的品牌依恋情感通过消费者-品牌关系（特别是满意、信任、承诺维度）的中介对品牌忠诚产生影响。
（2）消费者品牌依恋的主要影响因素有：品牌个性、享乐主义、怀旧、品牌涉入度等。
（3）从关系营销的视角来看，关系承诺是决定消费者购买行为的最关键变量。消费者对特定品牌的关系承诺对品牌忠诚度有重大影响。
（4）消费者对特定品牌的关系承诺，主要来源于对品牌的信任，其次是对品牌的依恋情感，再次是对品牌的满意。依恋情感的大小直接影响消费者-品牌关系承诺水平的高低。
3.在前人研究的基础上，本文在以下几个方面进行了创新：
（1）本文探索出了依恋情感变量向品牌忠诚变量转换的新路径。本文研究结果表明，依恋情感与品牌忠诚之间存在品牌关系的中介效应。依恋情感正向地影响品牌关系（若干维度如满意、信任、承诺），进而影响品牌忠诚。
（2）本文选取品牌个性、享乐主义、怀旧和品牌涉入度作为品牌依恋的前因变量并就此作出实证研究，对这些重要变量间的关系进行积极探索，具有新颖性；依恋对品牌关系的作用正日益受到国内外营销学界的关注，但是探讨依恋对品牌关系各维度影响的实证研究还较为鲜见，本文对此进行了有益的尝试。
China has entered the era of brand economy, the high degree of homogeneity ofthe product allows businesses to have great importance to innovative R＆D but alsothe brand as the company's core competitiveness, brand loyalty is an importantdimension to measure the brand value of the assets. How to enhance consumers'brand loyalty, consumers' increase of the quantity and quality of repeated purchase,and allow consumers to maintain a continued preference for a particular brand, is amajor issue concerned for long-term by Chinese and foreign marketing scholars.There are many psychological factors to affect consumers' brand loyalty, theattachment is one of psychologically important variables to affect brandloyalty,which has gotten more and more attention in recent years.By the perspectiveof consumer behavior and the consumer-brand relationship,with the quantitativeresearch methods of structural equation modeling, this paper analyzes consumers'psychological attachment to the brand to try to demonstrate: consumers' attachmentsentimentality affects their brand loyalty through the consumer-brand relationship (inparticular, the dimensions such as satisfaction, trust, love and commitment) as theintermediary. Based on analysis of consumer psychology, the paper designs themarketing operating strategy with attachment to stimulate consumers to increasefrequency and quality of brand consumption,to increase consumers' loyalty to aparticular brand and ultimately enhance the overall performance and competitivenessof the brand.
The study is divided into the following aspects:
(1)The problem and research programs. First，the part analyzes the situation ofChina's brand economic development, put forward the problems in our corporatebrand building; Second, it introduces the theme of this paper:the consumer'spsychological attachment to brand. brand management through a variety of strategiesto stimulate consumer attachment emotions can enhance the consumer's willingnessof brand loyalty. Finally, this paper presents the specific research programs.
(2)Literature review. First, the part reviews the meaning of consumer brandattachment, the influencing factors, the motivation, the decision-making model;Second,it reviews related literatures on consumer-brand relationship quality, especially the core dimensions:satisfaction, trust, love and commitment. Then, itreviews the definition and type of brand loyalty, the existing research themes, andits influencing factors; Finally, the existing research on attachment sentimentality andbrand loyalty are reviewed.
(3)The theoretical model and research hypotheses. First, the part has thetheoretical derivation of the logical model of this study, and gets the formation of thespecific theoretical model,"attachment-the relationship as variable-brand loyalty".Second, it proposes hypothesis for the the relationships among variables in thetheoretical model.
(4)Testing items and verifying the small sample. First, through the analysis ofdomestic and international research literature, the part has a collection ofmeasurement scales of each variable in the theoretical model, and it selects relativelymatured measurement scales as the basis of the scale library for this study. Secondly,in order to guarantee the validity of the measurement of each variable, combinedwith China's cultural characteristics, it makes the initial scale on the basis of the scalelibrary, and has a small-sample validation. Finally, by the small sample survey,itrevises the scale items with the use of item analysis tools such as descriptivestatistics, correlative analysis, factor loadings. Through the analysis of small sampledata,it has a preliminary optimization of the measurements, to prepare for the largesample survey.
(5)Large-scale survey and testing the hypothesis. First, through the issuance andrecovery of the questionnaire, the part has a descriptive statistics of the sample; again,through the large sample data, it has a further analysis of item and gives a evaluationof validity and reliability of the measurement,through the methods such asdescriptive statistics,correlative analysis, factor analysis. Finally, it tests if theassumptions and the theoretical model is set up by the analysis of exploratory andconfirmatory factor and the analysis of structural equation modeling,.
On the above analysis, the conclusions as the following:
(1) The main factors of consumer brand attachment: brand personality, hedonism,nostalgia, brand involvement.
(2)Consumer's brand attachment influences their brand commitment with brandsatisfaction and brand trust as the media.The greater consumer's attachment strength is, the stronger their love to particular brand is.
(3)From the perspective of relationship-marketing, relationship-commitment is themost critical variable in determining consumer's buying-behavior. Consumer'srelationship-commitment of a particular brand has a significant impact on its brandloyalty.
(4) Consumer's relationship-commitment of a particular brand is mainly frombrand trust, followed by brand attachment and by brand satisfaction according totheir influence on it. The size of brand attachment affects directly the level ofcommitment to the consumer-brand relationship. Consumer's brand attachmentcontributes more to their relationship-commitment.In order to enhance brand loyalty,brand marketers should put greater focus on mental communication with consumersto stimulate the attachment emotions.
Innovation on the basis of previous research as the following:
(1)Unlike previous research ideas that brand attachment plays a direct role inconsumers' brand loyalty, this paper explores new paths of conversion from thepsychological variables of brand attachment to the brand loyalty. Under the contextof the brand relationship,it has the idea that a number of dimensions of brandrelationships (such as satisfaction, trust, love, relationship-commitment) is animportant factor in the transformation from brand attachment to brand loyalty.
(2) This paper has a empirical research on brand personality， hedonism,consumer involvement, nostalgia as antecedents of brand attachment, and bears outthe theoretical assumptions of the predecessors.This paper has a empirical researchon relationship between brand attachment with brand commitment, and proves thatthe attachment makes an direct or indirect impact on brand commitment throughbrand satisfaction and brand trust.Meanwhile it proves that brand attachment has anindirect effect on brand loyalty through brand-commitment.
1.本文从以下几个方面开展研究：
（1）问题的提出与研究规划。首先分析我国品牌经济的发展现状，指出关系营销和情感营销的重要意义；其次介绍了本文的研究主题——消费者的品牌依恋对品牌忠诚的影响机理，认为品牌经营者通过各种策略来激发消费者对品牌的依恋情感，可以增强消费者的消费意愿，提升消费者的品牌忠诚度。最后，本文提出具体的研究方案。
（2）文献综述。首先对依恋及消费者品牌依恋的内涵、影响因素、动机、决策模型等进行了回顾；其次，对消费者-品牌关系质量进行了文献回顾，特别对其核心维度满意、信任、承诺的相关文献进行了综述。最后，对品牌忠诚的定义、类型和影响因素等进行了回顾和评述。
（3）理论模型与研究假设。首先理论推导了本研究的逻辑模型，并进一步形成具体的“品牌依恋情感-关系变量-品牌忠诚”研究理论模型。其次，针对理论模型中的变量关系提出了研究假设。
（4）测项产生与小样本验证。首先通过对国内外研究文献的分析，收集整理理论模型中各变量的测量量表，并根据本研究的视角遴选相对成熟的量表作为基础量表库。其次，为了保证各变量的测量有效性，在基础量表库的基础上，结合我国文化特点进行内容修改，编制出初始量表，进行小样本验证。最后，通过小样本调查，利用描述统计、相关分析、因素负荷量等项目分析工具来对量表题项进行修订。通过对小样本数据的分析，初步优化了测量项目，为大样本调查作准备。
（5）大规模调查和假设检验。首先，通过调查问卷的发放与回收，进行样本的描述性统计；通过大样本数据，再次通过描述统计、相关分析、因素分析等方法进行项目分析，评价测量的效度和信度。通过探索性和验证性因子分析、结构方程模型分析，检验所提出的假设和理论模型是否成立。
2.通过对以上内容的分析，本文得出以下结论：
（1）消费者的品牌依恋情感通过消费者-品牌关系（特别是满意、信任、承诺维度）的中介对品牌忠诚产生影响。
（2）消费者品牌依恋的主要影响因素有：品牌个性、享乐主义、怀旧、品牌涉入度等。
（3）从关系营销的视角来看，关系承诺是决定消费者购买行为的最关键变量。消费者对特定品牌的关系承诺对品牌忠诚度有重大影响。
（4）消费者对特定品牌的关系承诺，主要来源于对品牌的信任，其次是对品牌的依恋情感，再次是对品牌的满意。依恋情感的大小直接影响消费者-品牌关系承诺水平的高低。
3.在前人研究的基础上，本文在以下几个方面进行了创新：
（1）本文探索出了依恋情感变量向品牌忠诚变量转换的新路径。本文研究结果表明，依恋情感与品牌忠诚之间存在品牌关系的中介效应。依恋情感正向地影响品牌关系（若干维度如满意、信任、承诺），进而影响品牌忠诚。
（2）本文选取品牌个性、享乐主义、怀旧和品牌涉入度作为品牌依恋的前因变量并就此作出实证研究，对这些重要变量间的关系进行积极探索，具有新颖性；依恋对品牌关系的作用正日益受到国内外营销学界的关注，但是探讨依恋对品牌关系各维度影响的实证研究还较为鲜见，本文对此进行了有益的尝试。
China has entered the era of brand economy, the high degree of homogeneity ofthe product allows businesses to have great importance to innovative R＆D but alsothe brand as the company's core competitiveness, brand loyalty is an importantdimension to measure the brand value of the assets. How to enhance consumers'brand loyalty, consumers' increase of the quantity and quality of repeated purchase,and allow consumers to maintain a continued preference for a particular brand, is amajor issue concerned for long-term by Chinese and foreign marketing scholars.There are many psychological factors to affect consumers' brand loyalty, theattachment is one of psychologically important variables to affect brandloyalty,which has gotten more and more attention in recent years.By the perspectiveof consumer behavior and the consumer-brand relationship,with the quantitativeresearch methods of structural equation modeling, this paper analyzes consumers'psychological attachment to the brand to try to demonstrate: consumers' attachmentsentimentality affects their brand loyalty through the consumer-brand relationship (inparticular, the dimensions such as satisfaction, trust, love and commitment) as theintermediary. Based on analysis of consumer psychology, the paper designs themarketing operating strategy with attachment to stimulate consumers to increasefrequency and quality of brand consumption,to increase consumers' loyalty to aparticular brand and ultimately enhance the overall performance and competitivenessof the brand.
The study is divided into the following aspects:
(1)The problem and research programs. First，the part analyzes the situation ofChina's brand economic development, put forward the problems in our corporatebrand building; Second, it introduces the theme of this paper:the consumer'spsychological attachment to brand. brand management through a variety of strategiesto stimulate consumer attachment emotions can enhance the consumer's willingnessof brand loyalty. Finally, this paper presents the specific research programs.
(2)Literature review. First, the part reviews the meaning of consumer brandattachment, the influencing factors, the motivation, the decision-making model;Second,it reviews related literatures on consumer-brand relationship quality, especially the core dimensions:satisfaction, trust, love and commitment. Then, itreviews the definition and type of brand loyalty, the existing research themes, andits influencing factors; Finally, the existing research on attachment sentimentality andbrand loyalty are reviewed.
(3)The theoretical model and research hypotheses. First, the part has thetheoretical derivation of the logical model of this study, and gets the formation of thespecific theoretical model,"attachment-the relationship as variable-brand loyalty".Second, it proposes hypothesis for the the relationships among variables in thetheoretical model.
(4)Testing items and verifying the small sample. First, through the analysis ofdomestic and international research literature, the part has a collection ofmeasurement scales of each variable in the theoretical model, and it selects relativelymatured measurement scales as the basis of the scale library for this study. Secondly,in order to guarantee the validity of the measurement of each variable, combinedwith China's cultural characteristics, it makes the initial scale on the basis of the scalelibrary, and has a small-sample validation. Finally, by the small sample survey,itrevises the scale items with the use of item analysis tools such as descriptivestatistics, correlative analysis, factor loadings. Through the analysis of small sampledata,it has a preliminary optimization of the measurements, to prepare for the largesample survey.
(5)Large-scale survey and testing the hypothesis. First, through the issuance andrecovery of the questionnaire, the part has a descriptive statistics of the sample; again,through the large sample data, it has a further analysis of item and gives a evaluationof validity and reliability of the measurement,through the methods such asdescriptive statistics,correlative analysis, factor analysis. Finally, it tests if theassumptions and the theoretical model is set up by the analysis of exploratory andconfirmatory factor and the analysis of structural equation modeling,.
On the above analysis, the conclusions as the following:
(1) The main factors of consumer brand attachment: brand personality, hedonism,nostalgia, brand involvement.
(2)Consumer's brand attachment influences their brand commitment with brandsatisfaction and brand trust as the media.The greater consumer's attachment strength is, the stronger their love to particular brand is.
(3)From the perspective of relationship-marketing, relationship-commitment is themost critical variable in determining consumer's buying-behavior. Consumer'srelationship-commitment of a particular brand has a significant impact on its brandloyalty.
(4) Consumer's relationship-commitment of a particular brand is mainly frombrand trust, followed by brand attachment and by brand satisfaction according totheir influence on it. The size of brand attachment affects directly the level ofcommitment to the consumer-brand relationship. Consumer's brand attachmentcontributes more to their relationship-commitment.In order to enhance brand loyalty,brand marketers should put greater focus on mental communication with consumersto stimulate the attachment emotions.
Innovation on the basis of previous research as the following:
(1)Unlike previous research ideas that brand attachment plays a direct role inconsumers' brand loyalty, this paper explores new paths of conversion from thepsychological variables of brand attachment to the brand loyalty. Under the contextof the brand relationship,it has the idea that a number of dimensions of brandrelationships (such as satisfaction, trust, love, relationship-commitment) is animportant factor in the transformation from brand attachment to brand loyalty.
(2) This paper has a empirical research on brand personality， hedonism,consumer involvement, nostalgia as antecedents of brand attachment, and bears outthe theoretical assumptions of the predecessors.This paper has a empirical researchon relationship between brand attachment with brand commitment, and proves thatthe attachment makes an direct or indirect impact on brand commitment throughbrand satisfaction and brand trust.Meanwhile it proves that brand attachment has anindirect effect on brand loyalty through brand-commitment.
引文
[1] Fawcett S E,Magnan G M,Williams A J. Supply chain trust is within your grasp. SupplyChain Management Review,2004,8,2,20~26
[2] Fornell,Claes. A National Customer Satisfaction Barometer:The Swedish Experience.Journal of Marketing1992,56,1,6~21
[3] Neeb, Diane M., John A, Faier, and LynetteS. Unger. The Effect of Nostalgic Advenising:An Experiment, in Advance in Marketing. Peter G, Gordon and Bert J. Kellerman, eds NewOrleans Southwestern Marketing Association,1989,8,2,128~132
[4] Bambauer Sachse, Silke Gierl, Heribert. Effects of nostalgic advertising through emotionsand the intensity of the evoked mental images. Advances in Consumer Research-NorthAmerican Conference Proceedings,2009,1,36,391~398
[5] Arino A,de la Torre J,Ring P S. Relational quality: Managing trust in corporate alliances.California Management Review,2001,44,l,109~131
[6] Fournier, S. Consumers and Their Brands: Developing relationship theory in consumerresearch.,Journal of Consumer Research,1998,24,4,343~373
[7] Ira Teieh. A marketing Persecetive of donation attitudes and intentions: an analysis ofseleeted factors which may impact alumn contributions.[Ph.D. Dissertation]BusinessEducation Program,Department of Administration, LeadershiP and Technology,New YorkUniversity,New York,U.S.A,2001,78~90
[8] Loveland, Katherine e.:Smeesters, dirk Mandel, Naomi. Still preoccupied with: the need tobelong and preference for nostalgic products. Journal of Consumer Research,2010,10,,3,393~408
[9]姜岩,董大海.西方消费者依恋理论的研究进展.管理评论,2009,21(1):77~86
[10] Inge Bretherton.The Origins Of Attachment Theory: John Bowlby and MaryAinworth.Developmental Psychology,1992,28,759~775.
[11] Bowlby, J. Attachment and loss, Vol.1: Attachment. New York: Basic Books.1969,24~37
[12] Sirgy,Joseph M.Self~Concept in Consumer Behavior: A Critical Review.Journal ofConsumer Research.1982,3,287~300.
[13] Schultz,S E, Kleine, R E,and Kernan,J B. These are a few of my favorite things:Toward anexplication of attachment as a consumer behavior construct Advances in consumerResearch.1989,10,359~366.
[14] Shaver, Phillip R. and Kelly A. Brennen "Attachment Styles and the "Big Five"PersonalityTraits: Their Connections with Each Other and with Romantic RelatOutcomes" Personalityand Social Psychology Bulletin,1992,18,5,536~45.
[15] Kleine,S S, and Baker S M. An integrative review of material possessionattachment.Academy of Marketing Science Review,2004,7,11~35.
[16]姜岩,董大海.品牌依恋理论研究探析.外国经济与管理,2008.30,2,51~59
[17]洪浏妗.服装品牌依恋驱动因素研究：[硕士学位论文]．上海：东华大学,2011
[18] Bowlby,J. Attachment and loss-Separation:anxiety and anger New York:Basic Books,1973,43~52
[19] Balla A Dwayne, Tasaki Lori H. The Role and Measurement of Attachment in ConsumerBehavior.Journal of Consumer Psychology,1992,8,155~172.
[20] Ainsworth, M. D. S., Bell, S. M., and Stayton, D. Individual differences in StrangeSituation behavior of one-year-olds. In H. R. Schaffer (Ed,), The origins of human socialrelations. London: Academic Press.1971,3,17~57
[21] Sears D O, Freedman J L,Peplau LA.（黄安帮,译）.社会心理学.台北:五南图书出版公司,1986:341~388.
[22] Bowlby,J. Attachment and loss-Separation:anxiety and anger,New York:Basic Books,1973,58~64.
[23] Kelle, Kevin Lane. Conceptualizing Marketing:Jan measuring and managingcustomer-based equity,Journal of1990,57,1~22
[24] Ainsworth, M. D. S., and Bell, S. M. Some contemporary patterns in the feedingsituation.In A. Ambrose (Ed,), Stimulation in early infancy. London: Academic Press,1969,11,133~170
[25] Waters, E., and Deane, K. Defining and assessing individual differences in attachmentrelationships: Q-methodology and the organization of behavior in infancy and earlychildhood. in I. Bretherton and E. Waters (Eds.), Growing points of attachment theoryand research, Monographs of the Society for Research in Child Development,1985,50,209,41~65.
[26] Cain, A. C., and Fast, I. Children’s disturbed reactions to parent suicide. In A. C. Cain(Ed,), Survivors of suicide Springfield, IL: Charles C Thomas.1972,93~111.
[27] Klagsbrun, M., and Bowlby, J. Responses to separation from parents: A clinical test foryoung children. British Journal of Projective Psychology,1976,21,7~21.
[28] George, C, Kaplan, N, and Main, M.. Adult Attachment Interview. Unpublishedmanuscript, University of California, Berkeley,1985.42~49
[29] Kobak, B.. R., and Sceery, A.. Attachment in late adolescence: Working models, affectregulation, and perceptions of self and others. Child Development,1988,59,135~146.
[30] Inge Bretherton.The Origins Of Attachment Theory: John Bowlby and MaryAinworth.Developmental Psychology,1992,28,759~775.
[31]姜岩,董大海.品牌依恋的概念架构及其理论发展.心理科学进展,2008,16,4,606~617
[32] Park C W, MacInnis. D J,and Priester,J. Beyond attitudes:Attaclunent and consumerbehavior.Seoul Journal Business,2006,12,23~35
[33] Schultz, S E, Kleine, R,and Kernan,J B. These are a few of my favorite thing Toward anexplication of attachment as a consumerbehavior construct.Advances in ConsumerResearch,1989,16,359~366.
[34] Ball, A D, and Tasaki L H. The role and measurement of attachment in behavior.Journalof Consumer Psychology,1992,1,155~172.
[35] Trinke,Shanna J. and Kim Bartholomew,"Hierarchies of Attachment Relationships inYoung Adulthood" Journal of Social andPersonal Relationships,1997,14,,5,603~625
[36] Thomson, M. Human brands:Investigating antecedents to consumers'strong attachments tocelebrities Journal of Marketing,2006,7,104~119.
[37] Carroll,B A,and Ahuvia,A C. Some antecedents and outcomes of brand love MarketingLetters,2006,11,79~89.
[38] Thomson, M,Macinnis,D J, and Park C W The ties that bind:The strength ofconsumers'emotional attachments to brandsJournal of ConsumerPsychology,2005,10,77~91.
[39] Thach, E C,and Olsen, J. The role of service quality in influencing brand attachment atwinery visitor center.Journal of Quality Assurance in HospitalityandTourism2006,3,59~77.
[40] Park, C W, Macinnis, D J, and Priester, J.Beyond attitudes:Attachment and consumerbehavior.Seoul Journal Business,2006,12,3~35.
[41] Kleine, S S, and Baker S M. An integrative review of material possessionattachment.Academy of Marketing Science Review,2009,1,1~35.
[42] Mugge, R, and Govers, P C M.I love my jeep, because it's tough like me:Theeffect ofproduct~personality congruence on product attachment,Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,33~47
[43] Schultz, S E,Kleine,R E,and Kernan, J B. These are a few of my favorite things:Toward anexplication of attachment as aconsumer behavior construct Advances in ConsumerResearch1989,16,359~366.
[44] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorournal ofConsumer Psychology,1992,1,155~172.
[45] Thomson, M. Human brands:Investigating antecedents to consumers'strong attachments tocelebrities Journal of Marketing,2006,70,7,104~119.
[46] Park, J.~W., Kim, K.~H., and Kim, J. K. Acceptance of brand extensions: Interactiveinfluences of product category similarity, typicality of claimed benefits, and brandrelationship quality. In S. M. Broniarczyk, and K. Nakamoto (Eds.), Advances in consumerresearch Valdosta, GA: Association for Consumer Research.2002,190~198.
[47] Park C W. and Macinnis, D J. What's in and what's out:Questions on the boundaries of theattitude constructournal of Consumer Research200633,6,16~18.
[48] Park, C W, MacInnis D J, and Priester, J. Brand attachment and management of a strategicexemplar. in Schmitt, B H(Ed.).Handbook of brand experience management Northampton,MA:Elgar Publishing,2007,1~36.
[49]姜岩,董大海.品牌依恋理论研究探析.外国经济与管理,2008.30,2,51~59
[50] Schindler, Robert M. and Morris B. Holbrook, Critical Periods in the development ofmen’s and women’s tastes in personal appearance, Psychology and Marketing,1993,10,,6,210~228
[51] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorournal ofConsumer Psychology,1992,1,155~172.
[52] Park, C W, MacInnis D J, and Priester, J. Brand attachment and management of a strategicexemplar. in Schmitt, B H(Ed.).Handbook of brand experience management Northampton,MA:Elgar Publishing,2007,1~36.
[53] Fournier, S. Consumers and Their Brands: Developing relationship theory in consumerresearch. Journal of Consumer Research,1998,24,4,343~373
[54] Sirgy,Joseph M.Self-Concept in Consumer Behavior: A Critical Review.Journal ofConsumer Research.1982,9,3,287~300.
[55] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[56] Mugge, R, and Govers, P C M.I love my jeep, because it's tough like me:Theeffect ofproduct~personality congruence on product attachment.Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,7,81~83.
[57] Lucia Mal r, Harley Krohmer, Wayne D. Hoyer, Bettina Nyffenegger. Emotional BrandAttachment and Brand Personality: The Relative Importance of the Actual and the IdealSelf. Journal of Marketing,2011,75,4,35~52.
[58]迈克尔·R·所罗门（Michael R. Solomon）,卢泰宏,杨晓燕.消费者行为学(第8版).北京：中国人民大学出版社,2009:30~37.
[59] Hirschman, Elizabeth C. and Morris B. Holbrook. Hedonic Consumption: EmergingConcepts, Methods and Propositions, Journal of Marketing,1982,46,17~26
[60] Garbarino E. et Johnson M.S. The Different Roles of Satisfaction, Trust, and Commitmentin Customer Relationships, Journal of Marketing,1999,63,4,70~87
[61] Hennig~Thurau T. et Klee A., The Impact of Customer Satisfaction and RelationshipQuality on Customer Retention: A Critical Reassessment and Model Development,Pshychology and Marketing,1997,14,8,737~764
[62] Howard, John A. and Sheth J.N., The Theory of Buyer Behavior. New York: John Wileyand Sons,1969,18~40
[63] Holbrook, Morris B. and Elizabeth C. Hirschman, The Experiential Aspects ofConsumption, Journal of Consumer Research,1982,9,2,22~31
[64] Bloch. Perter H. Marsha L. Richins. Shopping without purchase: An Investigation ofConsumer Browsing Behavior.Advances in Consumer Research,1983,8,389~393.
[65] Dhar. R., Wertenbroch, K., Consumer Choice Between Hedonic and Utilitarian Goods,Journal of Marketing Research,2000,37,60~71
[66] Batra, Rajeev, Olli T. Ahtola. Measuring the Hedonic and Utilitarian Sources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[67] Bloch. Perter H,Marsha L. Richins. Shopping without purchase: AnInvestigation ofConsumer Browsing Behavior.Advances in ConsumerResearch,1983,389~393.
[68] Hirschman, Elizabeth C. and Morris B. Holbrook. Hedonic Consumption: EmergingConcepts, Methods and Propositions, Journal of Marketing,1982,.46,17~26
[69] Batra, Rajeev, Olli T. Ahtola. Measuring the Hedonic and UtilitarianSources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[70] Mano,H.Oliver. Assessing the Dimensionally and Structure of the ConsumptionExperience: Evaluation Feeling and Satisfaction.Journal of ConsumerResearch,1993,20,12,451~66.
[71]孙明贵．怀旧消费研究:起源.成果及其核心问题．浙江工商大学学报,2010（,6）：66~72
[72] Holbrook, Morris B. and Robert M. Schindler, Echoes of The Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Reseach,1991,18,330~333
[73] Holbrook, Morris B.,Nostalgia and Consumption Preferences: Some Emerging Patterns ofConsumer Tastes, Joural of Consumer Research,1993,20,2,245~256
[74] Holbrook, Morris B. and Robert M. Schindler. Age, sex, and attitude toward the past aspredictors of consumers, Aesthetic Tastes for Cultural Products. Journal of MarketingResearch,1994,31,8,412~422
[75] Baker Stacey Menzel and Patricia F.Kennedy, Death by Nostalgia: A Diagnosis of ContextSpecific Cases, Advances in Consumer Reseach,1994,21,169~174
[76] Batcho, Krystine Irene. Nostalgia: A psychological perspective. Perceptual and MotorSkills,1995,80,1,131~143
[77] Holbrook, Morris B. and Robert M. Schindler, Echoes of the Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Research,1991,18,330~333
[78] Batcho, K. I. Personal nostalgia, world view, memory, and emotionality. Perceptual andMotor Skills,1998,87,411~432
[79] Holbrook, Morris B. Nostalgia and Consumption Preferences: Some Emerging Patterns ofConsumer Tastes, Joural of Consumer Research,1993,20,,2,245~256
[80] Holbrook, Morris B. and Robert M. Schindler. Age, sex, and attitude toward the past aspredictors of consumers, Aesthetic Tastes for Cultural Products. Journal of MarketingResearch,1994,31,8,412~422
[81]何佳讯．我们如何怀念过去？中国文化背景下消费者怀旧倾向量表的开发与比较验证．营销科学学报,2010（10）：30~50
[82]刘晓燕等．怀旧态度问卷的编制和中介模型检验．第十二届全国心理学学术大会论文摘要集,2009,（11）：677~703
[83] Sherif, M., and Cantril, H.. The psychology of ego involvements: Social attitudes andidentifications: Wiley New York,1947,41~42.
[84] Greenwald, Clark Leavitt. Audience involvement in advertising: four levels,The Journal ofConsumer Research,1984,11,581~592.
[85] Zaichkowsky, J. L. Measuring the Involvement Construct. Journal of Consumer Research,1985,12,3,341~352.
[86] Laurent, G. Kapferer, J.N. Measuringconsumerinvolvement profiles. Journal of MarketingResearch,1985,22,41~53.
[87] Laaksonen, P. Consumer Involvement: Concepts and Research.London,UK,1997,77~85.
[88] Morgan R M,Hunt S D. The commitment~trust theory of relationship Marketing,Journal of Marketing,1994,58,3,20~38
[89] Sargeant A.,woodliffe. Gift giving: an interdisriplinary review. Intemational Joumal ofNonProfit and Voluntary Sector Markcting,2007,12,275~307
[90]李海廷,孔令一.品牌关系模型的分析及应用.学术交流，2007,154,1,107~110
[91] Crosby Y, Lawrence A, Kenneth R, et al. Relationship Quality in Services Selling: AnInterpersonal Influence Perspective. Journal of Marketing,1990,54,3,68~81
[92]严兴全,唐小飞,李雁晨.关系质量和关系类型的组合对关系价值的影响.统计与决策.2005（17）：14~19
[93]张广玲,吴文娟.关系质量评估的研究范畴.方法与展望.武汉大学学报(哲学社会科学版)，2005（6）：42~45
[94]姚作为.基于品牌关系的服务消费决策行为研究：[硕士学位论文].广州：暨南大学,2005
[95] Crosby Y, Lawrence A, Kenneth R, et al. Relationship Quality in Services Selling: AnInterpersonal Influence Perspective. Journal of Marketing,1990,54,3,68~81
[96] Dwyer, F. R., Schurr, P. H.and Oh, S. Developing buyer-seller relationships. Journal ofMarketing,1987,51,2,11~27.
[97] Dorsch, M. J., Scott, R. S., and Scott, W. K.. The role of relationship quality in the stratificationof vendors as perceived by customers. Journal of the Academyof Marketing Science,1998,26,128~142.
[98] Tao Gao.Effects of relationship quality on perceived value on organization purchasingVirginiatechnology.1990,29~120
[99] Mohr, Jakki, Spekman, Robert. Characteristics of Partnership Success: PartnershipAttributes, Communication Behavior, and Conflict Resolution Techniques. StrategicManagement Journal.1994,15,2,135~152.
[100]钱佳,吴作民.品牌体验与品牌忠诚关系研究：相关理论研究评述.华东经济管理,2009(6)：143~148.
[101] Stewart K.J.Trust transfer on the world wide web, Organization Science,2003,14,1,5~17.
[102] Chaudhuri, A. and M. B. Holbrook, The Chain of Effects from Brand Trust and BrandAffect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing,2001,5,81~93.
[103] Moulins J.L. Risque per u et fidelities à la marque, Actes du Congrès International del’Association Fran aise de Marketing.2003,77~82
[104] Ganesan S. Determinants of long term orientation in buyer-seller relationships, Journal ofMarketing Research,1994,58,4,1~19.
[105] Yoon, S.J. The Antecedents and Consequences of Trust in On-line Purchase Decisions,Journal of Interactive Marketing,2002,12,2,47~63.
[106]袁登华.品牌信任研究脉络与展望.心理科学,2007,30(2):434~437
[107] Hunt, H. Keith." Overview and Future Research Direction." in Conceptualization andMeasurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, ed.Cambridge, MA: Marketing Science Institute.1977,1,43~51
[108] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing1992,1,6~21.
[109] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGraw Hill Companies, Inc.1997,5,77~84
[110] Halstead Diane, David Hartman, and Sandra L. Schmidt.,"Multisource Effects on theSatisfaction Formation Process." Journal of the Academy of MarketingScience,1994,22,114~12
[111] Allen N. et Meyer, J. Organizational commitment: evidence of career scathe effects,Journal of Business Research,1993,26,49~61
[112] Gurviez P., La confiance du consummator dans la marque, conceptualization, measure etmanagement, Acts du14ème Congress de l’Association Fran oise de Marketing,1998,73~96.
[113] Bettencourt L., Customer voluntary performance: customers as partners in servicedelivery, Journal of Retailing,1997,7,383~406.
[114] Dussart C. Le comportement du consommateur et les stratégies marketing, collection deMac Grow Hill éditeur,1983,14,78~83
[115] Allen N. et Meyer J. The measurement and antecedents of affective continuance andnormative commitment to the organization, Journal of Occupational Psychology,1990,63,1~18
[116] McQueen J. and al. Decomposing a Brand’s Consumer Franchise into Buyer Types, inBrand Equity and Advertising, ed, D.A. Aaker et A. Biel, Hillsdale, NJ.1993,44,32~54
[117] Lawrence Erlbaum.Geyer P., Dotson M. et King R, Predicting brand commitment,MidAtlantic Journal of Business,1991,7,129~138.
[118] Frisou J., Les Théories Marketing de la Fidélité: Un Essai de Validation Empirique sur leMarché des Services de Télécommunication, Mémoire de DEA, Université des Scienceset Techniques de Lille,1996,9,12,17~22
[119] Beatty, S., Homer, P. et Kahle, The involvement commitment model: theory andimplications, Journal of Business Research,1998,16,149~167.
[120] Jacoby J. et Chesnut R.W., Brand Loyalty: Measurement and Management, Wiley Serieson:Marketing Management,1978,63,38~43
[121] Dick, A.S., Basu, K. Customer loyalty: toward an integrated conceptual framework,Journal of the Academy of Marketing Science,1994,22,99~113.
[122]金玉芳.消费者信任研究：[博士学位论文].大连：大连理工大学,2005
[123] Dick, A.S., Basu, K. Customer loyalty: toward an integrated conceptual framework,Journal of the Academy of Marketing Science,1994,22,99~113.
[124] Samuelson, B.M., Sandivik, K., The concept of customer loyalty, marketing: prospects,perspectives, EMAC Proceedings, Warwick Business School, Warwick, Vol.3, pp.1120~1140. Satisfaction and loyalty’’, European Journal of Marketing,1997,27,9,19~35.
[125] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGraw Hill Companies, Inc.1997,47,74~81
[126]屈云波.品牌营销.北京：企业管理出版社，1996.79~86.
[127]王元勇,王增明.强势品牌创建与发展.北京：工商出版社,2002.33~37
[128]杨桂云.品牌信任及与品牌忠诚关系的再探讨：[硕士学位论文].上海：东华大学,2002
[129]何庆丰.品牌声誉、品牌信任与品牌忠诚关系研究——以手机行业为例：[硕士学位论文].杭州：浙江大学,2006
[130] Amine A., Consumers’ true brand loyalty: The central role of commitment, Journal ofStrategic Marketing,1998,305~319
[131] Day G.S., A two dimensional concept of brand loyalty, Journal of Advertising Research,1969,9,67~76.
[132] Morgan, R.M., Hunt, S.D, The commitment-trust theory of relationship marketing,Journal of Marketing,1994,58,20~38.
[133] Park, C. Whan and Deborah J. MacInnis, What’s In and What’s Out: Questions on theBoundaries of the Attitude Construct, Journal of Consumer Research,2006,33,1,16~18.
[134] Samy BelaidThe outcomes of brand attachment,An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant-chercheur à l'ESSEC de Tunis4, rue Abou Zakaria El Hafsi2007,3,52~55
[135] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,5,28~32
[136]杨春.消费者品牌依恋的内容结构及其相关研究：[硕士学位论文].广州：暨南大学,2009
[137]洪浏妗.服装品牌依恋度量表编制.国际纺织导报，2011(4)：49~54
[138] Carroll,B A,and Ahuvia,A C. Some antecedents and outcomes of brand loveMarketingLetters,2006,17,79~89.
[139] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[140] Fournier S. and Yao. J. Reviving Brand Loyalty: A Reconceptualization within TheFramework Of Consumer-Brand Relationships, International Journal Of Research InMarketing,1997,451~472.
[141] Mugge,R, and Govers,P C M. I love my jeep, because it's tough like me: Theeffect ofproduct-personality congruence on product attachment. Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,34~42
[142] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,65~69
[143] Dhar, R., and Wertenbroch, K. Consumer Choice between Hedonic and UtilitarianGoods, Journal of Marketing Research,2000,37,60~71
[144] Morris Holbrook,Taste versus the Market: An Extension of Research on theConsumption of Popular Culture,Journal of Consumer Research,2007,27~35
[145] Batra, Rajeev and Olli T. Ahtola, Measuring the Hedonic and Utilitarian Sources ofConsumer Attitudes, Marketing Letters,1991,2,4,159~179
[146] Voss, Kevin E., Eric R.Spangenberg, and Bianca Grohmann, Measuring the Hedonic andUtilitarian Dimensions of Consumer Attitude, Journal of Marketing Research,2003,40,8,310~20
[147] Wildschut T.,Sedikides C.,Arndt J.,Routledge C. Nostalgia: Content, Triggers, Functions.Journal of Personality and Social Psychology,2006,91,975~993
[148] Greenwald, Clark Leavitt. Audience involvement in advertising: four levels. The Journalof Consumer Research,1984,11,581~592.
[149] Laaksonen, P. Consumer Involvement: Concepts and Research. London,UK,1997,1,31~54
[150] Ervelles S. and Young C.E. A comparison of current models of consumersatisfaction/dissatisfaction, Journal of consumer satisfaction, dissatisfaction andcomplaining behavior,1992,5,104~114
[151] Halstead Diane, David Hartman, and Sandra L. Schmidt. Multisource Effects on theSatisfaction Formation Process. Journal of the Academy of Marketing Science,1994,224,114~121
[152] Oliver, Richard L. Measurement and Evaluation of Satisfaction Process in Retail Setting.Journal of Retailing,1981,57,25~48.
[153] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGrawHill Companies, Inc.,1997.55~67
[154] Tse, David K. and Peter C. Wilton. Models of Consumer Satisfaction: An Extension,Journal of Marketing Research,1988,25,5,204~212.
[155] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,1992,56,1,6~21.
[156] Samy BelaidThe outcomes of brand attachment, An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant~chercheur à l'ESSEC de Tunis4, rue Abou Zakaria El Hafsi2007,11,33~41
[157] Aaker, Jennifer L. Dimensions of Brand Personality. Journal of Marketing Research,1997,34,8,347~356.
[158] Fournier, S. Consumers and Their Brands: Developing Relationship Theory in ConsumerResearch, Journal of Consumer Research,1998,24,343~373.
[159] Chernatony, L. and McDonald, M., Creating Powerful Brands in Consumer, Service andIndustrial Markets,2nd ed., Butterworth Heinemann, Oxford,1998,33~47
[160] Samy BelaidThe outcomes of brand attachment, An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant~chercheur à l'ESSEC de Tunis4, rue Abou Zakaria ElHafsi,2007,3,52~55
[161] Sternberg, R.J. Liking versus loving: a comparative evaluation of theories. PsychologicalBulletin,1987,102,331~345.
[162] Barbara A. Carroll and Aaron C. Ahuvia, Some antecedents and outcomes of brandlove,Marketing Letters,2006,17,2,49~55
[163] Jung~Chae Suh, Youjae Yi. When brand attitudes affect the customer satisfaction-loyaltyrelation: The moderating role of product involvement. Journal of Consumer Psychology,2006,(16):145~155.
[164] Allen N. et Meyer J. The measurement and antecedents of affective continuance andnormative commitment to the organization, Journal of Occupational Psychology,1990,63,1~18
[165] Bansal H.S., Irving P.G. et Taylor S.F. A Three-Component Model of CustomerCommitment to Service Providers, Journal of the Academy of Marketing Science,2004,32,3,234~250.
[166] Garbarino E. et Johnson M.S. The Different Roles of Satisfaction, Trust, andCommitment in Customer Relationships, Journal of Marketing,1999,63,4,70~87
[167] Chaudhuri, A. and Holbrook, M.B. the chain of effects from brand trust and brand affectto brand performance: the role of brand loyalty. Journal of Marketing,2001,65,2,81~93.
[168] Deepak Sirdeshmukh, Jagdip Singh, and Barry Sabol Consumer Trust, Value and Loyaltyin Relational Exchanges, Journal of Marketing,2002,66,1,15~37.
[169] Morgan R M,Hunt S D. The commitment-trust theory of relationship Marketing,Journal of Marketing,1994,58,3,20~38
[170] De Wulf K. Odekerken~Schr der G. de Cannière M.H. Van Oppen C. What drivesconsumer participation to loyalty programs? A conjoint analytical approach. Journal ofRelationship Marketing,2003.2,1,69~83.
[171] Shemwell, D.J., J. Cronin, and W.R. Bullard, Relational Exchange in Services: AnEmpirical investigation, International Journal of Service Industry Management,1994,5,3,57~68.
[172] Wong, A. and A. Sohal, Customers perspectives on service quality and relationshipquality in retail encounters. Managing Service Quality,2002,12,424~433.
[173] Bloemer, J. and Odekerken~Schr der, G. Store satisfaction and store loyalty explainedby customer and store-related factors. Journal of Consumer Satisfaction, Dissatisfactionand Complaining Behavior,2002,15,68~80..
[174] Bansal, H., Irving, G., and Taylor, S. A three-component model of customer commitmentto service providers. Journal of the Academy of Marketing Science,2004,32,3,234~250.
[175] Morgan, R.,and Hunt, S. The commitment-trust theory of relationship marketing. Journalof Marketing,1994,58,2,20~38.
[176] Garbarino, Ellen; Johnson, Mark S. The Different Roles of Satisfaction, Trust, andCommitment in Customer Relationships, Journal of Marketing,1999,63,2,70~87.
[177] Anderson, Erin and Barton Weitz. The Use of Pledges to Build and Sustain Commitmentin Distribution Channels, Journal of Marketing Research,1992,29,2,18~34
[178] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,53,77~83
[179] Costa P.T., Jr., and McCrae R.,Six approaches to the explication of facet-level traits:Examples from Conscientiousness. European Journal of Personality,1998,12,117~134,
[180] Caprara,G.V.,Barbaranelli,C.and Guido,G. Brand personality: How to make the metaphorfit?, Journal of Economic Psychology,2001,22,377~395.
[181] Phau, I. and Lau, K. Brand personality and consumer self-expression: Single or dualcarriageway? Journal of Brand Management,2001,8,6,428~444.
[182] Fournier, S. Consumers and their brands: Developing relationship theory in consumerresearch. Journal of Consumer Research,1998,24,1,343~73.
[183] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[184] Batcho, Krystine Irene. Nostalgia: A psychological perspective. Perceptual and MotorSkills,1995,2,80,131~143
[185] Altaf Merchant. How personal nostalgia Influences Giving to Charity. old dominionuniversity,2008,8,20~50
[186] Altaf Merchant. Nostalgia drives donations: the power of charitable appeals based onemotions and intentions. Journal of Advertising Research,2010,11,50,450~459
[187]何佳讯．我们如何怀念过去？中国文化背景下消费者怀旧倾向量表的开发与比较验证．营销科学学报,2010（10）：30~50
[188]路曼曼．中国背景下消费者怀旧测量及与老品牌信任关系的初步研究：[硕士学位论文]．上海：华东师范大学,2008
[189] Holbrook, Morris B. and Robert M. Schindler, Echoes of The Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Research,1991,18,330~333
[190] Zaichkowsky, J.L., The personal involvement inventory: reduction, revision, andapplication to advertising, Journal of advertising,1994,23,40,59~70.
[191] Utpal, M.D.Holakia. A motivational process model of product involvement andconsumer risk perception. European Journal of Marketing,2001,35,1340~1642.
[192] Batra, Rajeev, OlliT.Ahtola. Measuring the Hedonic and Utilitarian Sources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[193] Spangenberg, E.R., Crowley, A.E., and Henderson, P.W.. Improving the storeenvironment: factory cues affect evaluations and behaviors? Journal of Marketing,1996,60,2,67~80.
[194] Spangenberg, E.R., Grohmann, B.and Sprott, D.E. It’s beginning to smell (and sound) alot like Christmas: the interactive effect of ambient scent and music in a retail store.Journal of Business Research,2005,58,11,1583~1589.
[195] Thach,E C,and Olsen,J. The role of service quality influencing brand attachment atwinery visitor center.Journal of Quality Assurance in HospitalityandTourism2006,7,3,59~77.
[196] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorJournalof Consumer Psychology,1992,1,155~172.
[197] Sivadas, Eugene and Karen A. Machleit, A Scale to Determine the Extent of ObjectIncorporation in the Extended Self, in Marketing Theory and Applications,1994,5,15~19;C. Whan Park and Daniel C. Smith, ed. Chicago, IL: American MarketingAssociation,1994,7,113~119.
[198] Mugge, R, and Govers, P C M. I love my jeep, because it's tough like me: The effect ofproduct-personality congruence on product attachment Presented at the FourthInternational Conference on Design and Emotion, Turkey,2004,33~41
[199] Alexandria K. Increasing customers' loyalty in a skiing resort: The contribution of placeattachment and service quality. International Journal of Contemporary HospitalityManagement,2006,18,5,414~425.
[200] Adlaigan, Abdullah H. and Buttle, Francis A. Beyond Satisfaction: Customer Attachmentto Retail Banks. International Journal of Bank Marketing,2005,23,4,349~359.
[201] Lacoeuilhe J. Le concept d’attachement: contribution à l’étude du r le des facteursaffectifs dans la formation de la fidélité à la marque, Thèse de doctorat en Sciences deGestion, Université Paris XII Val de Marne, Créteil,2000,3,19~29.
[202] Cristau Cecile. Definition, measure and model of attachment to a brand as theconjunction of two distinct and concomitant dimensions: the dependence and friendshipwith brand.2000:http://hdl.handle.net/10068/13358.
[203] Kevin Lane Keller. Building customer-based brand equity: a blueprint for creating strongbrands[C]. Marketing science institute.report summary,2001,88~107
[204] Heilbrunn B. Les Facteurs d' Attachement du Consommateur à la Marque, Thèse deDoctorat en Sciences de Gestion, Université Paris IX Dauphine,2001,9,55~63.
[205] Thomson,M,MacInnis,D J,and Park C W The ties that bind: The strength ofconsumers'emotional attachments to brandsJournal of Consumer Psychology2005,15,1,77~91.
[206]杨春.消费者品牌依恋的内容结构及其相关研究：[硕士学位论文].广州：暨南大学,2009
[207]唐嘉庚.互动性对B2C环境下信任及购买行为倾向影响研究：[硕士学位论文].上海：复旦大学,2006
[208] Morgan, Robert M. and Shelby D. Hunt. The Commitment-Trust Theory of RelationshipMarketing, Journal of Marketing,1994,58,7,20~38.
[209] Sargeant, Adrian and Crissman,Kathryn. Corporate giving in Anstralia: an analysis ofmotives and barriers. Australian Joumal of social Issues,2006,41,4,477~492
[210] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journalof Marketing,1992,56,1,6~21.
[211] Ervelles S. and Young C.E.A comparison of current models of consumer satisfaction/dissatisfaction,Journal of consumer satisfaction, dissatisfaction and complaining behavior,1992,5,104~114
[212] Lau, G.T., and Lee, S.H. Consumers’ trust in a brand and the link to brand loyalty.Journal of Market-Focused Management,(1999,4,4,341~370.
[213] Morgan, Robert M. and Shelby D. Hunt., The Commitment-Trust Theory of RelationshipMarketing, Journal of Marketing,1994,58,7,20~38.
[214] Yoo,B. and Donthu,N, Developing and validating multidimensional consumer-basedbrand equity scale. Journal of Business Research,200,52,1,1~14.
[215]吴明隆．结构方程模型．重庆：重庆大学出版社,2009.55~74
[216]邱正浩．量化研究与统计方法．重庆：重庆大学出版社,2009.38~50
[217]吴明隆．结构方程模型．重庆：重庆大学出版社,2009.44~67
[2] Fornell,Claes. A National Customer Satisfaction Barometer:The Swedish Experience.Journal of Marketing1992,56,1,6~21
[3] Neeb, Diane M., John A, Faier, and LynetteS. Unger. The Effect of Nostalgic Advenising:An Experiment, in Advance in Marketing. Peter G, Gordon and Bert J. Kellerman, eds NewOrleans Southwestern Marketing Association,1989,8,2,128~132
[4] Bambauer Sachse, Silke Gierl, Heribert. Effects of nostalgic advertising through emotionsand the intensity of the evoked mental images. Advances in Consumer Research-NorthAmerican Conference Proceedings,2009,1,36,391~398
[5] Arino A,de la Torre J,Ring P S. Relational quality: Managing trust in corporate alliances.California Management Review,2001,44,l,109~131
[6] Fournier, S. Consumers and Their Brands: Developing relationship theory in consumerresearch.,Journal of Consumer Research,1998,24,4,343~373
[7] Ira Teieh. A marketing Persecetive of donation attitudes and intentions: an analysis ofseleeted factors which may impact alumn contributions.[Ph.D. Dissertation]BusinessEducation Program,Department of Administration, LeadershiP and Technology,New YorkUniversity,New York,U.S.A,2001,78~90
[8] Loveland, Katherine e.:Smeesters, dirk Mandel, Naomi. Still preoccupied with: the need tobelong and preference for nostalgic products. Journal of Consumer Research,2010,10,,3,393~408
[9]姜岩,董大海.西方消费者依恋理论的研究进展.管理评论,2009,21(1):77~86
[10] Inge Bretherton.The Origins Of Attachment Theory: John Bowlby and MaryAinworth.Developmental Psychology,1992,28,759~775.
[11] Bowlby, J. Attachment and loss, Vol.1: Attachment. New York: Basic Books.1969,24~37
[12] Sirgy,Joseph M.Self~Concept in Consumer Behavior: A Critical Review.Journal ofConsumer Research.1982,3,287~300.
[13] Schultz,S E, Kleine, R E,and Kernan,J B. These are a few of my favorite things:Toward anexplication of attachment as a consumer behavior construct Advances in consumerResearch.1989,10,359~366.
[14] Shaver, Phillip R. and Kelly A. Brennen "Attachment Styles and the "Big Five"PersonalityTraits: Their Connections with Each Other and with Romantic RelatOutcomes" Personalityand Social Psychology Bulletin,1992,18,5,536~45.
[15] Kleine,S S, and Baker S M. An integrative review of material possessionattachment.Academy of Marketing Science Review,2004,7,11~35.
[16]姜岩,董大海.品牌依恋理论研究探析.外国经济与管理,2008.30,2,51~59
[17]洪浏妗.服装品牌依恋驱动因素研究：[硕士学位论文]．上海：东华大学,2011
[18] Bowlby,J. Attachment and loss-Separation:anxiety and anger New York:Basic Books,1973,43~52
[19] Balla A Dwayne, Tasaki Lori H. The Role and Measurement of Attachment in ConsumerBehavior.Journal of Consumer Psychology,1992,8,155~172.
[20] Ainsworth, M. D. S., Bell, S. M., and Stayton, D. Individual differences in StrangeSituation behavior of one-year-olds. In H. R. Schaffer (Ed,), The origins of human socialrelations. London: Academic Press.1971,3,17~57
[21] Sears D O, Freedman J L,Peplau LA.（黄安帮,译）.社会心理学.台北:五南图书出版公司,1986:341~388.
[22] Bowlby,J. Attachment and loss-Separation:anxiety and anger,New York:Basic Books,1973,58~64.
[23] Kelle, Kevin Lane. Conceptualizing Marketing:Jan measuring and managingcustomer-based equity,Journal of1990,57,1~22
[24] Ainsworth, M. D. S., and Bell, S. M. Some contemporary patterns in the feedingsituation.In A. Ambrose (Ed,), Stimulation in early infancy. London: Academic Press,1969,11,133~170
[25] Waters, E., and Deane, K. Defining and assessing individual differences in attachmentrelationships: Q-methodology and the organization of behavior in infancy and earlychildhood. in I. Bretherton and E. Waters (Eds.), Growing points of attachment theoryand research, Monographs of the Society for Research in Child Development,1985,50,209,41~65.
[26] Cain, A. C., and Fast, I. Children’s disturbed reactions to parent suicide. In A. C. Cain(Ed,), Survivors of suicide Springfield, IL: Charles C Thomas.1972,93~111.
[27] Klagsbrun, M., and Bowlby, J. Responses to separation from parents: A clinical test foryoung children. British Journal of Projective Psychology,1976,21,7~21.
[28] George, C, Kaplan, N, and Main, M.. Adult Attachment Interview. Unpublishedmanuscript, University of California, Berkeley,1985.42~49
[29] Kobak, B.. R., and Sceery, A.. Attachment in late adolescence: Working models, affectregulation, and perceptions of self and others. Child Development,1988,59,135~146.
[30] Inge Bretherton.The Origins Of Attachment Theory: John Bowlby and MaryAinworth.Developmental Psychology,1992,28,759~775.
[31]姜岩,董大海.品牌依恋的概念架构及其理论发展.心理科学进展,2008,16,4,606~617
[32] Park C W, MacInnis. D J,and Priester,J. Beyond attitudes:Attaclunent and consumerbehavior.Seoul Journal Business,2006,12,23~35
[33] Schultz, S E, Kleine, R,and Kernan,J B. These are a few of my favorite thing Toward anexplication of attachment as a consumerbehavior construct.Advances in ConsumerResearch,1989,16,359~366.
[34] Ball, A D, and Tasaki L H. The role and measurement of attachment in behavior.Journalof Consumer Psychology,1992,1,155~172.
[35] Trinke,Shanna J. and Kim Bartholomew,"Hierarchies of Attachment Relationships inYoung Adulthood" Journal of Social andPersonal Relationships,1997,14,,5,603~625
[36] Thomson, M. Human brands:Investigating antecedents to consumers'strong attachments tocelebrities Journal of Marketing,2006,7,104~119.
[37] Carroll,B A,and Ahuvia,A C. Some antecedents and outcomes of brand love MarketingLetters,2006,11,79~89.
[38] Thomson, M,Macinnis,D J, and Park C W The ties that bind:The strength ofconsumers'emotional attachments to brandsJournal of ConsumerPsychology,2005,10,77~91.
[39] Thach, E C,and Olsen, J. The role of service quality in influencing brand attachment atwinery visitor center.Journal of Quality Assurance in HospitalityandTourism2006,3,59~77.
[40] Park, C W, Macinnis, D J, and Priester, J.Beyond attitudes:Attachment and consumerbehavior.Seoul Journal Business,2006,12,3~35.
[41] Kleine, S S, and Baker S M. An integrative review of material possessionattachment.Academy of Marketing Science Review,2009,1,1~35.
[42] Mugge, R, and Govers, P C M.I love my jeep, because it's tough like me:Theeffect ofproduct~personality congruence on product attachment,Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,33~47
[43] Schultz, S E,Kleine,R E,and Kernan, J B. These are a few of my favorite things:Toward anexplication of attachment as aconsumer behavior construct Advances in ConsumerResearch1989,16,359~366.
[44] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorournal ofConsumer Psychology,1992,1,155~172.
[45] Thomson, M. Human brands:Investigating antecedents to consumers'strong attachments tocelebrities Journal of Marketing,2006,70,7,104~119.
[46] Park, J.~W., Kim, K.~H., and Kim, J. K. Acceptance of brand extensions: Interactiveinfluences of product category similarity, typicality of claimed benefits, and brandrelationship quality. In S. M. Broniarczyk, and K. Nakamoto (Eds.), Advances in consumerresearch Valdosta, GA: Association for Consumer Research.2002,190~198.
[47] Park C W. and Macinnis, D J. What's in and what's out:Questions on the boundaries of theattitude constructournal of Consumer Research200633,6,16~18.
[48] Park, C W, MacInnis D J, and Priester, J. Brand attachment and management of a strategicexemplar. in Schmitt, B H(Ed.).Handbook of brand experience management Northampton,MA:Elgar Publishing,2007,1~36.
[49]姜岩,董大海.品牌依恋理论研究探析.外国经济与管理,2008.30,2,51~59
[50] Schindler, Robert M. and Morris B. Holbrook, Critical Periods in the development ofmen’s and women’s tastes in personal appearance, Psychology and Marketing,1993,10,,6,210~228
[51] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorournal ofConsumer Psychology,1992,1,155~172.
[52] Park, C W, MacInnis D J, and Priester, J. Brand attachment and management of a strategicexemplar. in Schmitt, B H(Ed.).Handbook of brand experience management Northampton,MA:Elgar Publishing,2007,1~36.
[53] Fournier, S. Consumers and Their Brands: Developing relationship theory in consumerresearch. Journal of Consumer Research,1998,24,4,343~373
[54] Sirgy,Joseph M.Self-Concept in Consumer Behavior: A Critical Review.Journal ofConsumer Research.1982,9,3,287~300.
[55] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[56] Mugge, R, and Govers, P C M.I love my jeep, because it's tough like me:Theeffect ofproduct~personality congruence on product attachment.Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,7,81~83.
[57] Lucia Mal r, Harley Krohmer, Wayne D. Hoyer, Bettina Nyffenegger. Emotional BrandAttachment and Brand Personality: The Relative Importance of the Actual and the IdealSelf. Journal of Marketing,2011,75,4,35~52.
[58]迈克尔·R·所罗门（Michael R. Solomon）,卢泰宏,杨晓燕.消费者行为学(第8版).北京：中国人民大学出版社,2009:30~37.
[59] Hirschman, Elizabeth C. and Morris B. Holbrook. Hedonic Consumption: EmergingConcepts, Methods and Propositions, Journal of Marketing,1982,46,17~26
[60] Garbarino E. et Johnson M.S. The Different Roles of Satisfaction, Trust, and Commitmentin Customer Relationships, Journal of Marketing,1999,63,4,70~87
[61] Hennig~Thurau T. et Klee A., The Impact of Customer Satisfaction and RelationshipQuality on Customer Retention: A Critical Reassessment and Model Development,Pshychology and Marketing,1997,14,8,737~764
[62] Howard, John A. and Sheth J.N., The Theory of Buyer Behavior. New York: John Wileyand Sons,1969,18~40
[63] Holbrook, Morris B. and Elizabeth C. Hirschman, The Experiential Aspects ofConsumption, Journal of Consumer Research,1982,9,2,22~31
[64] Bloch. Perter H. Marsha L. Richins. Shopping without purchase: An Investigation ofConsumer Browsing Behavior.Advances in Consumer Research,1983,8,389~393.
[65] Dhar. R., Wertenbroch, K., Consumer Choice Between Hedonic and Utilitarian Goods,Journal of Marketing Research,2000,37,60~71
[66] Batra, Rajeev, Olli T. Ahtola. Measuring the Hedonic and Utilitarian Sources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[67] Bloch. Perter H,Marsha L. Richins. Shopping without purchase: AnInvestigation ofConsumer Browsing Behavior.Advances in ConsumerResearch,1983,389~393.
[68] Hirschman, Elizabeth C. and Morris B. Holbrook. Hedonic Consumption: EmergingConcepts, Methods and Propositions, Journal of Marketing,1982,.46,17~26
[69] Batra, Rajeev, Olli T. Ahtola. Measuring the Hedonic and UtilitarianSources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[70] Mano,H.Oliver. Assessing the Dimensionally and Structure of the ConsumptionExperience: Evaluation Feeling and Satisfaction.Journal of ConsumerResearch,1993,20,12,451~66.
[71]孙明贵．怀旧消费研究:起源.成果及其核心问题．浙江工商大学学报,2010（,6）：66~72
[72] Holbrook, Morris B. and Robert M. Schindler, Echoes of The Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Reseach,1991,18,330~333
[73] Holbrook, Morris B.,Nostalgia and Consumption Preferences: Some Emerging Patterns ofConsumer Tastes, Joural of Consumer Research,1993,20,2,245~256
[74] Holbrook, Morris B. and Robert M. Schindler. Age, sex, and attitude toward the past aspredictors of consumers, Aesthetic Tastes for Cultural Products. Journal of MarketingResearch,1994,31,8,412~422
[75] Baker Stacey Menzel and Patricia F.Kennedy, Death by Nostalgia: A Diagnosis of ContextSpecific Cases, Advances in Consumer Reseach,1994,21,169~174
[76] Batcho, Krystine Irene. Nostalgia: A psychological perspective. Perceptual and MotorSkills,1995,80,1,131~143
[77] Holbrook, Morris B. and Robert M. Schindler, Echoes of the Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Research,1991,18,330~333
[78] Batcho, K. I. Personal nostalgia, world view, memory, and emotionality. Perceptual andMotor Skills,1998,87,411~432
[79] Holbrook, Morris B. Nostalgia and Consumption Preferences: Some Emerging Patterns ofConsumer Tastes, Joural of Consumer Research,1993,20,,2,245~256
[80] Holbrook, Morris B. and Robert M. Schindler. Age, sex, and attitude toward the past aspredictors of consumers, Aesthetic Tastes for Cultural Products. Journal of MarketingResearch,1994,31,8,412~422
[81]何佳讯．我们如何怀念过去？中国文化背景下消费者怀旧倾向量表的开发与比较验证．营销科学学报,2010（10）：30~50
[82]刘晓燕等．怀旧态度问卷的编制和中介模型检验．第十二届全国心理学学术大会论文摘要集,2009,（11）：677~703
[83] Sherif, M., and Cantril, H.. The psychology of ego involvements: Social attitudes andidentifications: Wiley New York,1947,41~42.
[84] Greenwald, Clark Leavitt. Audience involvement in advertising: four levels,The Journal ofConsumer Research,1984,11,581~592.
[85] Zaichkowsky, J. L. Measuring the Involvement Construct. Journal of Consumer Research,1985,12,3,341~352.
[86] Laurent, G. Kapferer, J.N. Measuringconsumerinvolvement profiles. Journal of MarketingResearch,1985,22,41~53.
[87] Laaksonen, P. Consumer Involvement: Concepts and Research.London,UK,1997,77~85.
[88] Morgan R M,Hunt S D. The commitment~trust theory of relationship Marketing,Journal of Marketing,1994,58,3,20~38
[89] Sargeant A.,woodliffe. Gift giving: an interdisriplinary review. Intemational Joumal ofNonProfit and Voluntary Sector Markcting,2007,12,275~307
[90]李海廷,孔令一.品牌关系模型的分析及应用.学术交流，2007,154,1,107~110
[91] Crosby Y, Lawrence A, Kenneth R, et al. Relationship Quality in Services Selling: AnInterpersonal Influence Perspective. Journal of Marketing,1990,54,3,68~81
[92]严兴全,唐小飞,李雁晨.关系质量和关系类型的组合对关系价值的影响.统计与决策.2005（17）：14~19
[93]张广玲,吴文娟.关系质量评估的研究范畴.方法与展望.武汉大学学报(哲学社会科学版)，2005（6）：42~45
[94]姚作为.基于品牌关系的服务消费决策行为研究：[硕士学位论文].广州：暨南大学,2005
[95] Crosby Y, Lawrence A, Kenneth R, et al. Relationship Quality in Services Selling: AnInterpersonal Influence Perspective. Journal of Marketing,1990,54,3,68~81
[96] Dwyer, F. R., Schurr, P. H.and Oh, S. Developing buyer-seller relationships. Journal ofMarketing,1987,51,2,11~27.
[97] Dorsch, M. J., Scott, R. S., and Scott, W. K.. The role of relationship quality in the stratificationof vendors as perceived by customers. Journal of the Academyof Marketing Science,1998,26,128~142.
[98] Tao Gao.Effects of relationship quality on perceived value on organization purchasingVirginiatechnology.1990,29~120
[99] Mohr, Jakki, Spekman, Robert. Characteristics of Partnership Success: PartnershipAttributes, Communication Behavior, and Conflict Resolution Techniques. StrategicManagement Journal.1994,15,2,135~152.
[100]钱佳,吴作民.品牌体验与品牌忠诚关系研究：相关理论研究评述.华东经济管理,2009(6)：143~148.
[101] Stewart K.J.Trust transfer on the world wide web, Organization Science,2003,14,1,5~17.
[102] Chaudhuri, A. and M. B. Holbrook, The Chain of Effects from Brand Trust and BrandAffect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing,2001,5,81~93.
[103] Moulins J.L. Risque per u et fidelities à la marque, Actes du Congrès International del’Association Fran aise de Marketing.2003,77~82
[104] Ganesan S. Determinants of long term orientation in buyer-seller relationships, Journal ofMarketing Research,1994,58,4,1~19.
[105] Yoon, S.J. The Antecedents and Consequences of Trust in On-line Purchase Decisions,Journal of Interactive Marketing,2002,12,2,47~63.
[106]袁登华.品牌信任研究脉络与展望.心理科学,2007,30(2):434~437
[107] Hunt, H. Keith." Overview and Future Research Direction." in Conceptualization andMeasurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, ed.Cambridge, MA: Marketing Science Institute.1977,1,43~51
[108] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing1992,1,6~21.
[109] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGraw Hill Companies, Inc.1997,5,77~84
[110] Halstead Diane, David Hartman, and Sandra L. Schmidt.,"Multisource Effects on theSatisfaction Formation Process." Journal of the Academy of MarketingScience,1994,22,114~12
[111] Allen N. et Meyer, J. Organizational commitment: evidence of career scathe effects,Journal of Business Research,1993,26,49~61
[112] Gurviez P., La confiance du consummator dans la marque, conceptualization, measure etmanagement, Acts du14ème Congress de l’Association Fran oise de Marketing,1998,73~96.
[113] Bettencourt L., Customer voluntary performance: customers as partners in servicedelivery, Journal of Retailing,1997,7,383~406.
[114] Dussart C. Le comportement du consommateur et les stratégies marketing, collection deMac Grow Hill éditeur,1983,14,78~83
[115] Allen N. et Meyer J. The measurement and antecedents of affective continuance andnormative commitment to the organization, Journal of Occupational Psychology,1990,63,1~18
[116] McQueen J. and al. Decomposing a Brand’s Consumer Franchise into Buyer Types, inBrand Equity and Advertising, ed, D.A. Aaker et A. Biel, Hillsdale, NJ.1993,44,32~54
[117] Lawrence Erlbaum.Geyer P., Dotson M. et King R, Predicting brand commitment,MidAtlantic Journal of Business,1991,7,129~138.
[118] Frisou J., Les Théories Marketing de la Fidélité: Un Essai de Validation Empirique sur leMarché des Services de Télécommunication, Mémoire de DEA, Université des Scienceset Techniques de Lille,1996,9,12,17~22
[119] Beatty, S., Homer, P. et Kahle, The involvement commitment model: theory andimplications, Journal of Business Research,1998,16,149~167.
[120] Jacoby J. et Chesnut R.W., Brand Loyalty: Measurement and Management, Wiley Serieson:Marketing Management,1978,63,38~43
[121] Dick, A.S., Basu, K. Customer loyalty: toward an integrated conceptual framework,Journal of the Academy of Marketing Science,1994,22,99~113.
[122]金玉芳.消费者信任研究：[博士学位论文].大连：大连理工大学,2005
[123] Dick, A.S., Basu, K. Customer loyalty: toward an integrated conceptual framework,Journal of the Academy of Marketing Science,1994,22,99~113.
[124] Samuelson, B.M., Sandivik, K., The concept of customer loyalty, marketing: prospects,perspectives, EMAC Proceedings, Warwick Business School, Warwick, Vol.3, pp.1120~1140. Satisfaction and loyalty’’, European Journal of Marketing,1997,27,9,19~35.
[125] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGraw Hill Companies, Inc.1997,47,74~81
[126]屈云波.品牌营销.北京：企业管理出版社，1996.79~86.
[127]王元勇,王增明.强势品牌创建与发展.北京：工商出版社,2002.33~37
[128]杨桂云.品牌信任及与品牌忠诚关系的再探讨：[硕士学位论文].上海：东华大学,2002
[129]何庆丰.品牌声誉、品牌信任与品牌忠诚关系研究——以手机行业为例：[硕士学位论文].杭州：浙江大学,2006
[130] Amine A., Consumers’ true brand loyalty: The central role of commitment, Journal ofStrategic Marketing,1998,305~319
[131] Day G.S., A two dimensional concept of brand loyalty, Journal of Advertising Research,1969,9,67~76.
[132] Morgan, R.M., Hunt, S.D, The commitment-trust theory of relationship marketing,Journal of Marketing,1994,58,20~38.
[133] Park, C. Whan and Deborah J. MacInnis, What’s In and What’s Out: Questions on theBoundaries of the Attitude Construct, Journal of Consumer Research,2006,33,1,16~18.
[134] Samy BelaidThe outcomes of brand attachment,An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant-chercheur à l'ESSEC de Tunis4, rue Abou Zakaria El Hafsi2007,3,52~55
[135] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,5,28~32
[136]杨春.消费者品牌依恋的内容结构及其相关研究：[硕士学位论文].广州：暨南大学,2009
[137]洪浏妗.服装品牌依恋度量表编制.国际纺织导报，2011(4)：49~54
[138] Carroll,B A,and Ahuvia,A C. Some antecedents and outcomes of brand loveMarketingLetters,2006,17,79~89.
[139] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[140] Fournier S. and Yao. J. Reviving Brand Loyalty: A Reconceptualization within TheFramework Of Consumer-Brand Relationships, International Journal Of Research InMarketing,1997,451~472.
[141] Mugge,R, and Govers,P C M. I love my jeep, because it's tough like me: Theeffect ofproduct-personality congruence on product attachment. Presented at the FourthInternational Conference on Design and Emotion,Turkey,2004,34~42
[142] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,65~69
[143] Dhar, R., and Wertenbroch, K. Consumer Choice between Hedonic and UtilitarianGoods, Journal of Marketing Research,2000,37,60~71
[144] Morris Holbrook,Taste versus the Market: An Extension of Research on theConsumption of Popular Culture,Journal of Consumer Research,2007,27~35
[145] Batra, Rajeev and Olli T. Ahtola, Measuring the Hedonic and Utilitarian Sources ofConsumer Attitudes, Marketing Letters,1991,2,4,159~179
[146] Voss, Kevin E., Eric R.Spangenberg, and Bianca Grohmann, Measuring the Hedonic andUtilitarian Dimensions of Consumer Attitude, Journal of Marketing Research,2003,40,8,310~20
[147] Wildschut T.,Sedikides C.,Arndt J.,Routledge C. Nostalgia: Content, Triggers, Functions.Journal of Personality and Social Psychology,2006,91,975~993
[148] Greenwald, Clark Leavitt. Audience involvement in advertising: four levels. The Journalof Consumer Research,1984,11,581~592.
[149] Laaksonen, P. Consumer Involvement: Concepts and Research. London,UK,1997,1,31~54
[150] Ervelles S. and Young C.E. A comparison of current models of consumersatisfaction/dissatisfaction, Journal of consumer satisfaction, dissatisfaction andcomplaining behavior,1992,5,104~114
[151] Halstead Diane, David Hartman, and Sandra L. Schmidt. Multisource Effects on theSatisfaction Formation Process. Journal of the Academy of Marketing Science,1994,224,114~121
[152] Oliver, Richard L. Measurement and Evaluation of Satisfaction Process in Retail Setting.Journal of Retailing,1981,57,25~48.
[153] Oliver, Richard L. Satisfaction: A Behavioral Perspective on the Consumer. New York:The McGrawHill Companies, Inc.,1997.55~67
[154] Tse, David K. and Peter C. Wilton. Models of Consumer Satisfaction: An Extension,Journal of Marketing Research,1988,25,5,204~212.
[155] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,1992,56,1,6~21.
[156] Samy BelaidThe outcomes of brand attachment, An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant~chercheur à l'ESSEC de Tunis4, rue Abou Zakaria El Hafsi2007,11,33~41
[157] Aaker, Jennifer L. Dimensions of Brand Personality. Journal of Marketing Research,1997,34,8,347~356.
[158] Fournier, S. Consumers and Their Brands: Developing Relationship Theory in ConsumerResearch, Journal of Consumer Research,1998,24,343~373.
[159] Chernatony, L. and McDonald, M., Creating Powerful Brands in Consumer, Service andIndustrial Markets,2nd ed., Butterworth Heinemann, Oxford,1998,33~47
[160] Samy BelaidThe outcomes of brand attachment, An empirical investigation of the role ofattachment on building brand consumer’s relationships for utilitarian products
[Dissertation], Enseignant~chercheur à l'ESSEC de Tunis4, rue Abou Zakaria ElHafsi,2007,3,52~55
[161] Sternberg, R.J. Liking versus loving: a comparative evaluation of theories. PsychologicalBulletin,1987,102,331~345.
[162] Barbara A. Carroll and Aaron C. Ahuvia, Some antecedents and outcomes of brandlove,Marketing Letters,2006,17,2,49~55
[163] Jung~Chae Suh, Youjae Yi. When brand attitudes affect the customer satisfaction-loyaltyrelation: The moderating role of product involvement. Journal of Consumer Psychology,2006,(16):145~155.
[164] Allen N. et Meyer J. The measurement and antecedents of affective continuance andnormative commitment to the organization, Journal of Occupational Psychology,1990,63,1~18
[165] Bansal H.S., Irving P.G. et Taylor S.F. A Three-Component Model of CustomerCommitment to Service Providers, Journal of the Academy of Marketing Science,2004,32,3,234~250.
[166] Garbarino E. et Johnson M.S. The Different Roles of Satisfaction, Trust, andCommitment in Customer Relationships, Journal of Marketing,1999,63,4,70~87
[167] Chaudhuri, A. and Holbrook, M.B. the chain of effects from brand trust and brand affectto brand performance: the role of brand loyalty. Journal of Marketing,2001,65,2,81~93.
[168] Deepak Sirdeshmukh, Jagdip Singh, and Barry Sabol Consumer Trust, Value and Loyaltyin Relational Exchanges, Journal of Marketing,2002,66,1,15~37.
[169] Morgan R M,Hunt S D. The commitment-trust theory of relationship Marketing,Journal of Marketing,1994,58,3,20~38
[170] De Wulf K. Odekerken~Schr der G. de Cannière M.H. Van Oppen C. What drivesconsumer participation to loyalty programs? A conjoint analytical approach. Journal ofRelationship Marketing,2003.2,1,69~83.
[171] Shemwell, D.J., J. Cronin, and W.R. Bullard, Relational Exchange in Services: AnEmpirical investigation, International Journal of Service Industry Management,1994,5,3,57~68.
[172] Wong, A. and A. Sohal, Customers perspectives on service quality and relationshipquality in retail encounters. Managing Service Quality,2002,12,424~433.
[173] Bloemer, J. and Odekerken~Schr der, G. Store satisfaction and store loyalty explainedby customer and store-related factors. Journal of Consumer Satisfaction, Dissatisfactionand Complaining Behavior,2002,15,68~80..
[174] Bansal, H., Irving, G., and Taylor, S. A three-component model of customer commitmentto service providers. Journal of the Academy of Marketing Science,2004,32,3,234~250.
[175] Morgan, R.,and Hunt, S. The commitment-trust theory of relationship marketing. Journalof Marketing,1994,58,2,20~38.
[176] Garbarino, Ellen; Johnson, Mark S. The Different Roles of Satisfaction, Trust, andCommitment in Customer Relationships, Journal of Marketing,1999,63,2,70~87.
[177] Anderson, Erin and Barton Weitz. The Use of Pledges to Build and Sustain Commitmentin Distribution Channels, Journal of Marketing Research,1992,29,2,18~34
[178] O. Bouhlel, N. Mzoughi, D. Hadiji, and I. Ben Slimane,Brand Personality and MobileMarketing: An Empirical Investigation,World Academy of Science, Engineering andTechnology,2009,53,77~83
[179] Costa P.T., Jr., and McCrae R.,Six approaches to the explication of facet-level traits:Examples from Conscientiousness. European Journal of Personality,1998,12,117~134,
[180] Caprara,G.V.,Barbaranelli,C.and Guido,G. Brand personality: How to make the metaphorfit?, Journal of Economic Psychology,2001,22,377~395.
[181] Phau, I. and Lau, K. Brand personality and consumer self-expression: Single or dualcarriageway? Journal of Brand Management,2001,8,6,428~444.
[182] Fournier, S. Consumers and their brands: Developing relationship theory in consumerresearch. Journal of Consumer Research,1998,24,1,343~73.
[183] Aaker J.L. Dimensions of Brand Personality, Journal of Marketing Research,1997,34,3,347~356.
[184] Batcho, Krystine Irene. Nostalgia: A psychological perspective. Perceptual and MotorSkills,1995,2,80,131~143
[185] Altaf Merchant. How personal nostalgia Influences Giving to Charity. old dominionuniversity,2008,8,20~50
[186] Altaf Merchant. Nostalgia drives donations: the power of charitable appeals based onemotions and intentions. Journal of Advertising Research,2010,11,50,450~459
[187]何佳讯．我们如何怀念过去？中国文化背景下消费者怀旧倾向量表的开发与比较验证．营销科学学报,2010（10）：30~50
[188]路曼曼．中国背景下消费者怀旧测量及与老品牌信任关系的初步研究：[硕士学位论文]．上海：华东师范大学,2008
[189] Holbrook, Morris B. and Robert M. Schindler, Echoes of The Dear Departed Past: SomeWork in Progress on Nostalgia, Advances in Consumer Research,1991,18,330~333
[190] Zaichkowsky, J.L., The personal involvement inventory: reduction, revision, andapplication to advertising, Journal of advertising,1994,23,40,59~70.
[191] Utpal, M.D.Holakia. A motivational process model of product involvement andconsumer risk perception. European Journal of Marketing,2001,35,1340~1642.
[192] Batra, Rajeev, OlliT.Ahtola. Measuring the Hedonic and Utilitarian Sources of ConsumerAttitudes.Marketing Letters,1991,2,159~179.
[193] Spangenberg, E.R., Crowley, A.E., and Henderson, P.W.. Improving the storeenvironment: factory cues affect evaluations and behaviors? Journal of Marketing,1996,60,2,67~80.
[194] Spangenberg, E.R., Grohmann, B.and Sprott, D.E. It’s beginning to smell (and sound) alot like Christmas: the interactive effect of ambient scent and music in a retail store.Journal of Business Research,2005,58,11,1583~1589.
[195] Thach,E C,and Olsen,J. The role of service quality influencing brand attachment atwinery visitor center.Journal of Quality Assurance in HospitalityandTourism2006,7,3,59~77.
[196] Ball, A D, and Tasaki L H. The role and measurement of attachment in behaviorJournalof Consumer Psychology,1992,1,155~172.
[197] Sivadas, Eugene and Karen A. Machleit, A Scale to Determine the Extent of ObjectIncorporation in the Extended Self, in Marketing Theory and Applications,1994,5,15~19;C. Whan Park and Daniel C. Smith, ed. Chicago, IL: American MarketingAssociation,1994,7,113~119.
[198] Mugge, R, and Govers, P C M. I love my jeep, because it's tough like me: The effect ofproduct-personality congruence on product attachment Presented at the FourthInternational Conference on Design and Emotion, Turkey,2004,33~41
[199] Alexandria K. Increasing customers' loyalty in a skiing resort: The contribution of placeattachment and service quality. International Journal of Contemporary HospitalityManagement,2006,18,5,414~425.
[200] Adlaigan, Abdullah H. and Buttle, Francis A. Beyond Satisfaction: Customer Attachmentto Retail Banks. International Journal of Bank Marketing,2005,23,4,349~359.
[201] Lacoeuilhe J. Le concept d’attachement: contribution à l’étude du r le des facteursaffectifs dans la formation de la fidélité à la marque, Thèse de doctorat en Sciences deGestion, Université Paris XII Val de Marne, Créteil,2000,3,19~29.
[202] Cristau Cecile. Definition, measure and model of attachment to a brand as theconjunction of two distinct and concomitant dimensions: the dependence and friendshipwith brand.2000:http://hdl.handle.net/10068/13358.
[203] Kevin Lane Keller. Building customer-based brand equity: a blueprint for creating strongbrands[C]. Marketing science institute.report summary,2001,88~107
[204] Heilbrunn B. Les Facteurs d' Attachement du Consommateur à la Marque, Thèse deDoctorat en Sciences de Gestion, Université Paris IX Dauphine,2001,9,55~63.
[205] Thomson,M,MacInnis,D J,and Park C W The ties that bind: The strength ofconsumers'emotional attachments to brandsJournal of Consumer Psychology2005,15,1,77~91.
[206]杨春.消费者品牌依恋的内容结构及其相关研究：[硕士学位论文].广州：暨南大学,2009
[207]唐嘉庚.互动性对B2C环境下信任及购买行为倾向影响研究：[硕士学位论文].上海：复旦大学,2006
[208] Morgan, Robert M. and Shelby D. Hunt. The Commitment-Trust Theory of RelationshipMarketing, Journal of Marketing,1994,58,7,20~38.
[209] Sargeant, Adrian and Crissman,Kathryn. Corporate giving in Anstralia: an analysis ofmotives and barriers. Australian Joumal of social Issues,2006,41,4,477~492
[210] Fornell, Claes. A National Customer Satisfaction Barometer: The Swedish Experience.Journalof Marketing,1992,56,1,6~21.
[211] Ervelles S. and Young C.E.A comparison of current models of consumer satisfaction/dissatisfaction,Journal of consumer satisfaction, dissatisfaction and complaining behavior,1992,5,104~114
[212] Lau, G.T., and Lee, S.H. Consumers’ trust in a brand and the link to brand loyalty.Journal of Market-Focused Management,(1999,4,4,341~370.
[213] Morgan, Robert M. and Shelby D. Hunt., The Commitment-Trust Theory of RelationshipMarketing, Journal of Marketing,1994,58,7,20~38.
[214] Yoo,B. and Donthu,N, Developing and validating multidimensional consumer-basedbrand equity scale. Journal of Business Research,200,52,1,1~14.
[215]吴明隆．结构方程模型．重庆：重庆大学出版社,2009.55~74
[216]邱正浩．量化研究与统计方法．重庆：重庆大学出版社,2009.38~50
[217]吴明隆．结构方程模型．重庆：重庆大学出版社,2009.44~67