Consumer Purpose: A Holistic Rethinking of Psychological Bonds
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Bonnie M. Canziani, Associate Professor (Creator)
- Dianne H.B. Welsh, Distinguished Professor of Entrepreneurship (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: This conceptual paper integrates needs, goals, and value/image congruence theories to propose an inclusive concept of consumer psychological engagement with companies and their brands or products. To maximize service experiences and marketing messages and ensure sustainable success, marketers and innovators must collect holistic intelligence on consumers’ needs, goals, values, and self-image to strengthen consumers’ psychological bonds with firms and their brands.
Consumer Purpose: A Holistic Rethinking of Psychological Bonds
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Created on 8/24/2023
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Additional Information
- Publication
- Journal of Asia-Pacific Business, 24(2)
- Language: English
- Date: 2023
- Keywords
- congruence, goals, needs, purpose, psychological bonds