KOREASCHOLAR

THE SIGNIFICANCE OF THE CONSTRUCT OF DETACHMENT IN EXPLAINING CONSUMER PATRONAGE IN A PERIOD OF PROLONGED AND SEVERE ECONOMIC DEPRESSION

Evangelia Chatzopoulou, Markos Tsogas, Emmanuella Plakoyiannaki
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315194
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1359-1364
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper aims to contribute to the developing literature of brand attachment and detachment theory, in the context of harsh economic conditions. The Cognitive Appraisal Theory and the Attachment Theory are brought to bear in order to describe and explain consumer shifting patronage decisions.

Keyword
brand attachmentdetachmentCognitive Appraisal Theoryconsumerpatronage
Author
  • Evangelia Chatzopoulou(University of Piraeus, Greece)
  • Markos Tsogas(University of Piraeus, Greece)
  • Emmanuella Plakoyiannaki(University of Leeds, UK)