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

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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

언어ENG
URLhttps://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)

초록

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.

키워드

brand attachment detachment Cognitive Appraisal Theory consumer patronage

저자

Evangelia Chatzopoulou(University of Piraeus, Greece)
Markos Tsogas(University of Piraeus, Greece)
Emmanuella Plakoyiannaki(University of Leeds, UK)

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