Yuchin (Jerrie) Hsieh, B. Canziani, D. Welsh
2023.4.3Journal of Asia-Pacific Business
tlooto Summary
This paper proposes an inclusive concept of consumer psychological engagement with companies and their brands or products, integrating needs, goals, and value/image congruence theories.
Abstract
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.
Citation format
HSIEH, Yuchin (Jerrie); CANZIANI, B.; WELSH, D. Consumer purpose: A holistic rethinking of psychological bonds. Journal of Asia-Pacific Business, 2023, 24: 76–90.