The consumer psychology of brands

By Bernd H. Schmitt. 2012

516 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/767dea2bd4928f9e8dc0fdf1bf6d7b89bd4ba455

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Dennis Reynolds
2. Na Su
3. Matti Leppäniemi
4. Heikki Karjaluoto
5. Chieh-Peng Lin
6. Shih‐Chih Chen
7. Janne Hepola

In Marketing

1. Arnold Japutra
2. Lyndon Simkin
3. Dennis Reynolds
4. Na Su
5. Matti Leppäniemi
6. Heikki Karjaluoto
7. Chieh-Peng Lin
8. Y. Ekinci

In Social Psychology

1. Arnold Japutra
2. Lyndon Simkin
3. Dennis Reynolds
4. Na Su
5. Matti Leppäniemi
6. Heikki Karjaluoto
7. Chieh-Peng Lin
8. Y. Ekinci

Citations in the corpus

• Exploring brand attachment, its determinants and outcomes (2014, background): “Brand attachment has been regarded as a prominent construct that displays the approach by which consumers are related with brands (Schmitt, 2012).”
• The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study (2015, background): “For example, pleasant music or delicious food elevates the value of an experience or product as perceived by the customer, increasing their interest in, and knowledge and usage of the product or service (Schmitt, 2012).”
• Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands (2017, background): “A brand’s personality represents a consumer’s integrated knowledge of what a brand is and means to that person (Schmitt, 2012).”
• Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption (2020, background): “Per Schmitt (2012), attitude is an object-centered construct that represents the lowest level of connection to brands in which the brand relationship is driven by the benefits that the brand provides, but the consumer does not consider the brand either personally or socially relevant.”