The influence of social crowding on brand attachment

• Main Authors: Huang, Irene Xun, Huang, Tak Zhongqiang, Jr., Robert S. Wyer
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2019
• Subjects: DRNTU::Business::Marketing; Social Crowdedness; Brand Attachment
• Online Access: https://hdl.handle.net/10356/85496; http://hdl.handle.net/10220/48228
• Institution: Nanyang Technological University

Feeling crowded in a shopping environment can decrease consumers’ evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consu...