CAJ | 학술논문

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。
재연합망락기억이론화공사련상이론적기출상，제출료공사고객련상적개념，장기정의위인문대일가공사적고객군체소지유적지식계통。정량화정성연구게시료공사고객련상작위일충중요공사련상류형적이론개치화현실의의，재차기출상탐색료영향일가공사고객련상상태적관건인소、공사고객련상대소비자행위적영향이급상관조절변량，구건료일개포괄공사고객련상전인후과적종합모형。구체지설，공사고객련상적형성수행업층면、공사층면급개인층면인소적영향，병대소비자여공사적관계화상관산품결책구유결정작용。
Based on corporate association theory and associative network theory, this study propo- ses the concept of corporate customer associations （CCA）, which is defined as a customer＇ s knowl edge 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.