Based on corporate association theory and associative network theory, this study proposes the concept of corporate customer associations (CCA) , which is defined as a customer's knowledge about various aspects of a company's typical customer groups. Through a series of qualitative and quantitative studies, this research first verifies the ubiquity of corporate customer associations and its importance as a key component of corporate associations. Then, key antecedents of CCA and its consequences in consumer behaviors as well as potential moderators are identified. A comprehensive conceptual model is developed. Research findings suggest that several industrial —level, corporate — level and individual—level factors have impact on the development of CCA. In addition, CCA plays an important role in determining the nature of consumers' relationship with the target company and how they evaluate products. These findings enrich our understanding about consumers' mindset.%在联合网络记忆理论和公司联想理论的基础上,提出了公司顾客联想的概念,将其定义为人们对一家公司的顾客群体所持有的知识系统.定量和定性研究揭示了公司顾客联想作为一种重要公司联想类型的理论价值和现实意义,在此基础上探索了影响一家公司顾客联想状态的关键因素、公司顾客联想对消费者行为的影响以及相关调节变量,构建了一个包括公司顾客联想前因后果的综合模型.具体地说,公司顾客联想的形成受行业层面、公司层面及个人层面因素的影响,并对消费者与公司的关系和相关产品决策具有决定作用.
展开▼
