Effects of Consumers' Empathy on their Brand Attitude

DOI Open Access

Bibliographic Information

Other Title
  • 消費者の共感が生起するブランド態度に対する効果

Description

The purpose of this article is to examine the effects of empathy on one's evaluation of brand evaluation. More marketer pay attention to the concept empathy in these days. However, there are various interpretation about it and there isn't any coherent definition in marketing field. In this study, at first, we overview the theory of empathy on psychological viewpoints and defines the concept which we can use as the marketing theory. Finally we reveal the relation between empathy and one's brand evaluation through an experiment.

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Details 詳細情報について

  • CRID
    1390001205710966912
  • NII Article ID
    130005491547
  • DOI
    10.11497/jasmin.2015f.0_128
  • Text Lang
    ja
  • Article Type
    journal article
  • Data Source
    • JaLC
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

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