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1
Garcin, Alexander, and Olle Falkenäng. "”Why don’t you have your own car?” : A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-227330.
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Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. Even though its popularity, there is a limited and quite unclear understanding of how Access-based consumption affects the consumer-brand relationship. The purpose of this study is to investigate to what extent an Access-based consumption mode creates a consumer-brand relationship, compared to an Ownership- based consumption mode in the context of car brands. In order to fulfill our purpose, both a quantitative and qualitative research method was conducted on members of carpools representing Access-based consumption mode, and car owners representing Ownership-based consumption. A theoretical framework Brand Relationship Quality, composed of six dimensions was used to understand the consumer-brand relationship. Our research shows consistently that Access-based consumption creates a weaker relationship between consumers and car brands in all dimensions of BRQ-model compared to Ownership-based consumption. One group of dimensions identified to relate to emotional attachment; Intimacy, Brand-Self Connection and Love/Passion, have relatively higher difference between the two consumption modes. Another group of dimensions related to values of functionality and practicality; Commitment, Brand Partner Quality and Interdependence, have less difference.
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D’Arco, Mario. "The emergence of the anti-branding trend: theoretical and empirical investigations." Doctoral thesis, Universita degli studi di Salerno, 2019. http://elea.unisa.it:8080/xmlui/handle/10556/4484.
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2017 - 2018This thesis seeks to contribute to the extant knowledge about the relatively new problem of consumer’s anti-branding actions. More specifically, it explores why consumers assume adversely behaviours towards brands and how brand managers should react when their brand is attacked online. Scholarly research in marketing has traditionally focused on positive emotions that consumers feel towards brands. Conversely, this thesis aims to explore the negative side of consumer brand relationship focusing on the anti-branding phenomenon. By adopting a multiple-case study research design, this thesis explores the whole anti-branding process focusing on its antecedents, outcomes and brand responses. Findings reveal that one of the main consumers’ motivation to engage in anti-branding behaviour is related to ideological incompatibility or symbolic incongruity with a certain brand. Investigating the problem from the brand manager perspective it was possible to extrapolate an initial taxonomy of brand reaction strategies: (1) apologise; (2) change behaviour; (3) engage in conversation with “haters”; (4) ignore; and (5) remove negative comments (and likes) on social media. Interestingly, engage in conversation with “haters” and change behaviour in the way to run a business appeared more effective in mitigating consumers’ attacks. React quickly and with the adequate tone of voice should represent a winning strategy in order to protect online reputation and brand credibility. [edited by Author]
XVII n.s. (XXXI ciclo)
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Gustafsson, Clara. "Brand trust : corporate communications and consumer-brand relationships /." Stockholm : School of Business, Stockholm University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8148.
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Friso, Emanuela <1995>. "Brand crisis and consumer-brand relationship: a study on correlations between product crisis and intentional consumer behavior." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16615.
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Product crises represent 'extra-ordinary' critical events, which occur when a branded product, or production processes that generate this product, are such as to pose a serious risk (and cause a serious damage) for consumers, workers and also to the environment. The first part of the elaborate would give a detailed explanation of this aspect because the consumers process of evaluation about the responsibility and guilt of the company for the detrimental event - consisting in three dimensions: locus, stability and controllability- is a key element for understanding the effects of crises on market responses. In fact, it is able to influence the attitudes and behavioral outcomes of consumers in relation to the branded product involved in the crisis. In addition, differences in behavioral attitudes and outcomes of consumers are attributable to 'moderating’ variables that influence the process of this attribution of guilt. Among these, the present research analyses the role played by the relationship between the consumer and the branded product (consumer-brand Relationship − CBR) and underlines how in the presence of good relations with the brand, consumers are more benevolent, more favorable to forgive and almost 'immune' from negative assessments against the brand. The second part of the elaborate would continue with the case of reference of the scandal concerning H&M and the sweatshirt ad featuring a dark skinned child model wearing a green sweatshirt saying “Coolest Monkey
in the Jungle”.
The research would therefore produce an empirical investigation that it would involve a sample of young adults and adults characterized by a different intensity of relationship with the brand (weak CBR vs. strong CBR. The aim of the thesis would be to highlight the different intensities of the relationship between the consumer and the branded product, resulting in different attributions of blame on the part of the user about the critical event. The CBR has a significant effect on the three dimensions of the blame process (locus, stability and controllability) which, in turn, affect the behavioral outcomes of consumers. In the presence of a strong CBR, due to the mediator effect of a lower blame on the company, the attitude and behavioral outcomes by consumers towards the branded product are better.
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Birk, Matthias Maximilian. "Investigating consumer-brand relationships." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16080.
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Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt.This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.
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Huang, Hazel Hsiu-chen. "Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2125/.
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This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered.
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.
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Behrad, Babak. "Adding Value: The relationship between Corporate Social Responsibility (CSR), brand value and consumer brand loyalty." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/1430.
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Thesis submitted in fulfilment of the requirements for the degree
Master of Technology: Public Relations Management
in the Faculty of Informatics and design
at the Cape Peninsula University of Technology
2014This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand
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Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.
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Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.
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Sultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.
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RODRIGUES, JULIANA WERNECK. "COMMITMENT AND SWITCHING INTENTIONS: THE RELATIONSHIP BETWEEN THE CONSUMER AND THE BRAND." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2012. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=20240@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCOORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
O estudo visa testar e analisar hipóteses relacionadas ao comprometimento do consumidor em relação à marca/produto. Com base em uma análise dos construtos relacionados ao comprometimento de consumidores identificados na literatura, o estudo objetiva avaliar a relação destes com a intenção final de troca de marca, buscando a identificação de efeitos relevantes entre tais construtos. A revisão da literatura apresenta e discute uma série de modelos e análises de acordo com o estudo de Bansal, Irving e Taylor (2004) e aborda também a proposta de modelo de comprometimento bidimensional, já previamente sugerido por Meyer e Allen em seus estudos na década de 90. Por meio de uma survey, foi coletada uma amostra de 201 consumidores de serviços de telefonia móvel, todos usuários de smartphones e residentes do Rio de Janeiro. A análise dos dados e o teste das hipóteses propostas foi realizada por meio de modelagem de equações estruturais, com as relações avaliadas definindo um modelo de comprometimento bidimensional, abordando relações afetivas e instrumentais. Foi comprovado no teste das hipóteses as conclusões uma vez discutidas na literatura: de fato, os antecedentes: satisfação, confiança, atratividade das alternativas e custos de troca tem efeitos diretos nos tipos de comprometimento estudados, os quais por sua vez possuem efeito direto e negativo na intenção do consumidor de trocar ou não de marca, explicando 59 por cento desta intenção final. Os antecedentes, quando mediados pelos respectivos comprometimentos também apresentam efeito indireto na intenção de troca. O modelo estrutural proposto no presente trabalho ilustra tais relações e sua significância quando se trata de consumidores e produtos. Ressaltase, ao contrário do modelo de base do estudo realizado por Bansal, Irving e Taylor (2004), que o comprometimento afetivo foi mais fortemente relacionado com a intenção de troca do que o comprometimento de continuação, mas ambos apresentaram bons níveis de significância, presentes também nas demais relações.
The study aims to test and analyze hypotheses related to the consumer commitment to the brand / product. Based on an construct analysis related to the consumer commitment identified in the literature, the study aims to evaluate their relationship with the final intention of brand switching, seeking to identify significant effects between these constructs. The literature review presents and discusses a range of models and analyzes according to the study by Bansal, Irving, and Taylor (2004) and also addresses the proposed two-dimensional model of commitment, previously suggested by Meyer and Allen in their studies in the decade of 90. Through a survey, a sample was collected from 201 consumers of mobile telephony services, all smartphones users and residents of Rio de Janeiro. Data analysis and testing of the proposed hypotheses was performed using structural equation modeling, with the ratios evaluated by defining a twodimensional model of commitment, addressing relationships and instrumental. It has been proven in hypotheses test the conclusions once discussed in the literature: in fact, the antecedents: satisfaction, trust, alternative attractiveness and switching costs have direct effects on commitment types studied, which in turn have direct and negative effect on the switching intentions, explaining 59 per cent of final intention. The antecedents, when mediated by their commitments, also have an indirect effect on switching intention. The structural model proposed in this study illustrates these relationships and their significance when it comes to consumers and products. It should be noted, unlike the basic model of the study by Bansal, Irving, and Taylor (2004), the affective commitment was more strongly related to switching intention than the continuance commitment, but both showed good levels of significance, also present in other relationships.
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Zhang, Ke. "Linking consumer: endorser relationship with source credibility and consumer brand-related responses: a para-social interaction perspective." HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/511.
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Previous studies on celebrity endorsement have focused on merits of the celebrity endorser as the key factors for predicting endorsement effectiveness. This research extends previous research by exploring the effects of the consumer's para-social interaction (PSI) with the celebrity. Based on the Source Credibility Model, the proposed model takes PSI as the core variable and examines its relationship with self-brand connection and ideal congruency. Two studies were conducted using online questionnaires to collect consumers' self-reported data. Study 1 tested a partial model using sports celebrities. Study 2 tested the full model using entertainment celebrities. Study 1 had 605 respondents and study 2 had 387 respondents. The respondents were young, well-educated and included both fans and no-fans of the selected celebrities. The results showed that consumer-celebrity PSI was an essential factor in the endorsement process. The perceived attractiveness of a celebrity was an antecedent to PSI, which in turn allowed the consumer to establish a personal connection with the endorsed brand and resulted in positive brand attitude. Furthermore, the results showed that consumers tend to have stronger PSI with a celebrity when they hold a higher degree of ideal congruity with the celebrity. Finally, results indicated that the context in which the celebrity was shown with the brand had significant effects, with a real-life context yielding stronger effects than an ad endorsement context or a product placement context. In sum, this research extended the source attractiveness model by clarifying the endorsement process to include consumer-celebrity PSI and brand-related responses. It also contributed to the audience-celebrity PSI theory. In addition, this research revealed the potential impact of celebrity-brand associations in real-life contexts on endorsement effectiveness, thus providing new insights for research related to the various forms of celebrity endorsement.
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Smith, Alex F. "The Relationship of Consumer Personality and Company Branding Among Market Leaders in the Sports News Media Industry." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/585.
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Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an association between “Agreeableness” and TV; and frequent digital media users favored ESPN. Findings have implications for integrating personality research in marketing strategies that target college-age consumers.
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Mourad, Mona Wajdi. "Brand addiction : a new concept, its measurement scale and a theoretical model." Thesis, University of Manchester, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.654826.
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This research introduces the concept of “brand addiction” as a new marketing construct. Employing conceptual development, the concept of brand addiction is defined as a psychological state that entails an obsessive relationship between the consumer and a specific brand. To examine the phenomenon of brand addiction, the present research was designed based on a partial sequential mixed methods research in which a qualitative study was followed by a quantitative study. Arguing that research on brand addiction should be built based on an understanding of how consumers experience this phenomenon in reality, the research incorporated a series of four qualitative focus group studies to uncover the possible core features, motives, and consequences of the brand addiction prototype using discursive psychological perspective. Survey data were subsequently used to generate the brand addiction measurement scale and to test the brand addiction theoretical model. Using exploratory and confirmatory factor analyses, the brand addiction measurement scale employed 14 core elements. In addition to the brand addiction core features, the brand addiction prototype comprises brand trust, ideal, and actual self-image congruence and fashion interest as its antecedents. Furthermore, the brand addiction prototype includes the feeling of guilt, appearance esteem, debt attitude, and life happiness as its consequences. This research concludes with a presentation and discussion of the theoretical and managerial implications. The research findings provide an understanding of and deep insights into the brand addiction phenomenon, thereby adding to the existing body of literature.
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Greyling, Caroline. "Exploring the impact of language on consumer-brand relationships across digital media." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33702.
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Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South Africa. Celebrated for its multicultural and multilingual identity, South Africa recognises eleven official languages with English predominantly used across marketing activities. Despite a variety of research projects aimed at exploring consumer-brand relationship theory, there remains a gap in the knowledge regarding how languages impact the relationships that consumers form with brands. Previous research has been centred on the Western and Asian markets and has failed to address the challenges of the diverse South African market. Consumers experience an emotional link and a sense of attachment to their home language. This paper postulates that this connection extends to consumer-brand relationships and that language choice can, therefore, impact the formation and development of brand relationships. This paper sought to explore this theory, using qualitative research methods. In-depth interviews were conducted in order to collect information about consumers' experiences and feelings regarding this topic. Fourteen participants from various language groups were asked a series of open-ended questions and their responses recorded. Results demonstrated that the use of first languages can influence how consumers respond to brands and can affect a number of elements identified in the brand-relationship quality model. The analysis found a link between language use and brand relationship theory, finding that the use of consumers' mother tongues can lead to consumers developing relationship qualities including love and passion, self-connection and commitment. This demonstrates that language can play a significant role in impacting consumer-brand relationships. We, therefore, infer that language can potentially impact consumer-brand relationships, and that language choice has the power to impact how consumers build relationships with brands.
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Sjödin, Henrik. "Tensions of extensions : adverse effects of brand extension within consumer relationships /." Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2008. http://www2.hhs.se/efi/summary/753.htm.
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Karangi, Sheena Wanjiku. "An investigation of the relationship between product haptic accessibility and consumer response : a brand perspective." Thesis, University of Kent, 2017. https://kar.kent.ac.uk/63687/.
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Consumers generally like touching products before buying and prior research indicates that touching influences the purchase decision-making process (e.g. McCabe & Nowlis, 2003; Peck & Childers, 2003a; Peck & Johnson, 2011; Peck & Shu, 2009; Webb & Peck, 2015). For example, touching products has a positive effect on consumer attitudes, intentions and behaviours and these effects seem to vary by product category, situational context and need for touch. Touch research however has principally received scant attention and is one of the most under researched senses in behavioural research (Spence & Gallace, 2011). Consumers consider both product and brand name when making purchase decisions (Raju, 1977) yet despite continuous calls from researchers for the investigation of effects of brand on product touch, research in this area has not been forthcoming. This might in part be due to limited theory and conceptualizations in the emergent area of product touch therefore resulting in a lower level of understanding regarding how it and brand name could interact. Responding to these calls for research (Grohmann et al., 2007; Jansson-Boyd, 2011; Peck & Childers, 2003a; Peck, 2010), this research project aims at developing a richer understanding of the influence of product touch by examining the moderating effects of brand familiarity and brand status, on the relationship between product touch and product evaluation, purchase intentions, confidence in judgement and willingness to pay. Essentially, the research extends brand familiarity, brand status, product knowledge and contagion theory literature to the emerging field of sensory marketing, specifically related to product touch. Sheena W. Karangi PhD Thesis 2017 Page ii Adopting an experimental factorial between subjects design, findings from two experiments make five key contributions to knowledge: 1) This research project advances knowledge by conceptualizing previously unexplored relationships between three key areas of literature, namely product touch, brand familiarity and brand status (luxury brands). Conceptual advances are critical to the vitality of the marketing discipline (MacInnis, 2011). 2) It takes an innovative view to extending sensory marketing literature on product touch by examining boundary conditions for touch effects beyond just product categorization (brand familiarity, brand status). 3) Adds to the brand familiarity literature by providing empirical support for a negative brand familiarity effect. 4) It extends the concept of need for touch to brand literature, identifying contexts in which it effects still apply (brand familiarity) and where it surprisingly does not (brand status). 5) In extending contagion theory to brand literature, it is one of the first studies to show a brand contagion effect and furthermore, demonstrate its activation through product touch. Practical implications, limitations and recommendations for future research are discussed in detail in Chapter 7.
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Löfgren, Ludvig, and Anna Östlund. "Service Brand Avoidance : A qualitative study of the drivers in the service industry." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30270.
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Abstract Background
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Martišiūtė, Sandra. "Vartotojų lojalumo ugdymo sprendimai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20141223_182159-36711.
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Darbe teoriniu lygmeniu išanalizuoti ir apibendrinti sprendimai, ugdantys vartotojų lojalumą, parengtas vartotojų lojalumo ugdymo struktūrinis modelis ir jis empiriškai patikrintas „Zara“ prekės ženklo pavyzdžiu. Pirmoje darbo dalyje atskleista vartotojų lojalumo konceptualioji esmė, išanalizuoti ir apibendrinti sprendimai, ugdantys vartotojų lojalumą bei pagrįstos vartotojų demografinių charakteristikų ir lojalumo sąsajos. Antroje darbo dalyje atlikta vartotojų lojalumo ugdymo teorinių modelių analizė. Remiantis teorinių tyrimų rezultatais, parengtas vartotojų lojalumo ugdymo struktūrinis modelis. Parengta vartotojų lojalumo ugdymo tyrimo metodika. Trečioje darbo dalyje atliktas vartotojų lojalumo ugdymo empirinis tyrimas ir apibendrinti jo rezultatai. Remiantis tyrimo rezultatais, empiriškai patikrintas vartotojų lojalumo ugdymo struktūrinis modelis.The results of the theoretic and empiric research showed that brand and relationship marketing develops satisfaction and satisfaction creates consumer loyalty. The final work for Master consists of three parts. The first part reveals the conceptual nature of consumer loyalty. Also it consists of analyze and summary of consumer loyalty development decisions. The second part presents and analyzes the theoretical model of consumer loyalty development decisions. And based on results of the theoretical research the structured model of consumer loyalty development is presented. The third part consists analysis of results of empirical study and validation of theoretical model of consumer loyalty development decisions.
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Zhang, Jie (Olivia). "The exploration of consumer power in online brand communities : a comparison case study in Australia and China." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/26373/1/Jie_Zhang_Thesis.pdf.
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Aided by the development of information technology, the balance of power in the market place is rapidly shifting from marketers towards consumers and nowhere is this more obvious than in the online environment (Denegri-Knott, Zwick, & Schroeder, 2006; Moynagh & Worsley, 2002; Newcomer, 2000; Samli, 2001). From the inception and continuous development of the Internet, consumers are becoming more empowered. They can choose what they want to click on the Internet, they can shop and transact payments, watch and download video, chat with others, be it friends or even total strangers. Especially in online communities, like-minded consumers share and exchange information, ideas and opinions. One form of online community is the online brand community, which gathers specific brand lovers. As with any social unit, people form different roles in the community and exert different effects on each other. Their interaction online can greatly influence the brand and marketers. A comprehensive understanding of the operation of this special group form is essential to advancing marketing thought and practice (Kozinets, 1999). While online communities have strongly shifted the balance of power from marketers to consumers, the current marketing literature is sparse on power theory (Merlo, Whitwell, & Lukas, 2004). Some studies have been conducted from an economic point of view (Smith, 1987), however their application to marketing has been limited. Denegri-Knott (2006) explored power based on the struggle between consumers and marketers online and identified consumer power formats such as control over the relationship, information, aggregation and participation. Her study has built a foundation for future power studies in the online environment. This research project bridges the limited marketing literature on power theory with the growing recognition of online communities among marketing academics and practitioners. Specifically, this study extends and redefines consumer power by exploring the concept of power in online brand communities, in order to better understand power structure and distribution in this context. This research investigates the applicability of the factors of consumer power identified by Denegri-Knott (2006) to the online brand community. In addition, by acknowledging the model proposed by McAlexander, Schouten, & Koenig (2002), which emphasized that community study should focus on the role of consumers and identifying multiple relationships among the community, this research further explores how member role changes will affect power relationships as well as consumer likings of the brand. As a further extension to the literature, this study also considers cultural differences and their effect on community member roles and power structure. Based on the study of Hofstede (1980), Australia and China were chosen as two distinct samples to represent differences in two cultural dimensions, namely individualism verses collectivism and high power distance verses low power distance. This contribution to the research also helps answer the research gap identified by Muñiz Jr & O'Guinn (2001), who pointed out the lack of cross cultural studies within the online brand community context. This research adopts a case study methodology to investigate the issues identified above. Case study is an appropriate research strategy to answer “how” and “why” questions of a contemporary phenomenon in real-life context (Yin, 2003). The online brand communities of “Haloforum.net” in Australia and “NGA.cn” in China were selected as two cases. In-depth interviews were used as the primary data collection method. As a result of the geographical dispersion and the preference of a certain number of participants, online synchronic interviews via MSN messenger were utilized along with the face-to-face interviews. As a supplementary approach, online observation was carried over two months, covering a two week period prior to the interviews and a six week period following the interviews. Triangulation techniques were used to strengthen the credibility and validity of the research findings (Yin, 2003). The findings of this research study suggest a new definition of power in an online brand community. This research also redefines the consumer power types and broadens the brand community model developed by McAlexander et al. (2002) in an online context by extending the various relationships between brand and members. This presents a more complete picture of how the perceived power relationships are structured in the online brand community. A new member role is discovered in the Australian online brand community in addition to the four member roles identified by Kozinets (1999), in contrast however, all four roles do not exist in the Chinese online brand community. The research proposes a model which links the defined power types and identified member roles. Furthermore, given the results of the cross-cultural comparison between Australia and China showed certain discrepancies, the research suggests that power studies in the online brand community should be country-specific. This research contributes to the body of knowledge on online consumer power, by applying it to the context of an online brand community, as well as considering factors such as cross cultural difference. Importantly, it provides insights for marketing practitioners on how to best leverage consumer power to serve brand objective in online brand communities. This, in turn, should lead to more cost effective and successful communication strategies. Finally, the study proposes future research directions. The research should be extended to communities of different sizes, to different extents of marketer control over the community, to the connection between online and offline activities within the brand community, and (given the cross-cultural findings) to different countries. In addition, a greater amount of research in this area is recommended to determine the generalizability of this study.
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Zhang, Jie (Olivia). "The exploration of consumer power in online brand communities : a comparison case study in Australia and China." Queensland University of Technology, 2008. http://eprints.qut.edu.au/26373/.
Full textAbstract:
Aided by the development of information technology, the balance of power in the market place is rapidly shifting from marketers towards consumers and nowhere is this more obvious than in the online environment (Denegri-Knott, Zwick, & Schroeder, 2006; Moynagh & Worsley, 2002; Newcomer, 2000; Samli, 2001). From the inception and continuous development of the Internet, consumers are becoming more empowered. They can choose what they want to click on the Internet, they can shop and transact payments, watch and download video, chat with others, be it friends or even total strangers. Especially in online communities, like-minded consumers share and exchange information, ideas and opinions. One form of online community is the online brand community, which gathers specific brand lovers. As with any social unit, people form different roles in the community and exert different effects on each other. Their interaction online can greatly influence the brand and marketers. A comprehensive understanding of the operation of this special group form is essential to advancing marketing thought and practice (Kozinets, 1999). While online communities have strongly shifted the balance of power from marketers to consumers, the current marketing literature is sparse on power theory (Merlo, Whitwell, & Lukas, 2004). Some studies have been conducted from an economic point of view (Smith, 1987), however their application to marketing has been limited. Denegri-Knott (2006) explored power based on the struggle between consumers and marketers online and identified consumer power formats such as control over the relationship, information, aggregation and participation. Her study has built a foundation for future power studies in the online environment. This research project bridges the limited marketing literature on power theory with the growing recognition of online communities among marketing academics and practitioners. Specifically, this study extends and redefines consumer power by exploring the concept of power in online brand communities, in order to better understand power structure and distribution in this context. This research investigates the applicability of the factors of consumer power identified by Denegri-Knott (2006) to the online brand community. In addition, by acknowledging the model proposed by McAlexander, Schouten, & Koenig (2002), which emphasized that community study should focus on the role of consumers and identifying multiple relationships among the community, this research further explores how member role changes will affect power relationships as well as consumer likings of the brand. As a further extension to the literature, this study also considers cultural differences and their effect on community member roles and power structure. Based on the study of Hofstede (1980), Australia and China were chosen as two distinct samples to represent differences in two cultural dimensions, namely individualism verses collectivism and high power distance verses low power distance. This contribution to the research also helps answer the research gap identified by Muñiz Jr & O'Guinn (2001), who pointed out the lack of cross cultural studies within the online brand community context. This research adopts a case study methodology to investigate the issues identified above. Case study is an appropriate research strategy to answer “how” and “why” questions of a contemporary phenomenon in real-life context (Yin, 2003). The online brand communities of “Haloforum.net” in Australia and “NGA.cn” in China were selected as two cases. In-depth interviews were used as the primary data collection method. As a result of the geographical dispersion and the preference of a certain number of participants, online synchronic interviews via MSN messenger were utilized along with the face-to-face interviews. As a supplementary approach, online observation was carried over two months, covering a two week period prior to the interviews and a six week period following the interviews. Triangulation techniques were used to strengthen the credibility and validity of the research findings (Yin, 2003). The findings of this research study suggest a new definition of power in an online brand community. This research also redefines the consumer power types and broadens the brand community model developed by McAlexander et al. (2002) in an online context by extending the various relationships between brand and members. This presents a more complete picture of how the perceived power relationships are structured in the online brand community. A new member role is discovered in the Australian online brand community in addition to the four member roles identified by Kozinets (1999), in contrast however, all four roles do not exist in the Chinese online brand community. The research proposes a model which links the defined power types and identified member roles. Furthermore, given the results of the cross-cultural comparison between Australia and China showed certain discrepancies, the research suggests that power studies in the online brand community should be country-specific. This research contributes to the body of knowledge on online consumer power, by applying it to the context of an online brand community, as well as considering factors such as cross cultural difference. Importantly, it provides insights for marketing practitioners on how to best leverage consumer power to serve brand objective in online brand communities. This, in turn, should lead to more cost effective and successful communication strategies. Finally, the study proposes future research directions. The research should be extended to communities of different sizes, to different extents of marketer control over the community, to the connection between online and offline activities within the brand community, and (given the cross-cultural findings) to different countries. In addition, a greater amount of research in this area is recommended to determine the generalizability of this study.
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Gonzalez, Camilla, and Sanne Swedenås. "Does reaching resonance give brands a free card? : A study of the strength in the consumer-brand relationship when the brand has reached the stage of brand resonance." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42852.
Full textAbstract:
Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. As a consequence, some consumers are starting to put higher demands on social sustainability by spreading condemnations. This is to prevent injustices such as child labour and modern slavery. The condemnation can be in the form of negative word-of- mouth or by boycotting the brand. This is something that can affect the brand strongly by damaging the consumers perception of the brand, which can be fatal to the consumer-brand relationship. However, this is something that seems to affect some brands to a greater extent than other brands This study explores the strength of Keller’s brand resonance level as a possible explanation to the above mentioned anomality. It shows that brands resonance operates as a countermeasure against negative information in relation to the brands indiscretions regarding social sustainability. Brand resonance can contradict the consumers ethical values and self-imagery, leaving the consumers perception of the brand unscathed. The results showed that brand resonance can become so strong that it can make the consumer abandon their ethical values, even for consumers whom consider themselves as highly ethical. This study has been conducted by a hypothetically deductive methodology. To determine the significance of the result it has been verified with a Z-test that applied a 5% significance level.
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Shan, Hairong. "A consumer-based brand equity model for the luxury and upscale hotel sector." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2017. https://ro.ecu.edu.au/theses/1989.
Full textAbstract:
Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.
A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content analysed to explore the brand equity development process from the consumer’s perspective. Afterwards, a quantitative examination was administered using an online questionnaire and inferential data analyses including structural equation modelling to identify significant brand equity dimensions and antecedents, and their interrelationships.
Research findings highlighted that consumer-based brand equity in the luxury and upscale hotel sector can be assessed by two dimensions: a commonly identified dimension of brand choice and a new dimension of online brand advocacy. The findings indicate that in today’s digital hotel market where consumers frequently communicate about a brand online, consumer advocacy online becomes a strong predictor of consumer-based brand equity.
The current research supported the commonly identified brand equity antecedent of brand image and revealed five additional brand equity antecedents in the luxury and upscale hotel sector, including customer relationship management, social image congruence, brand affect, brand trust and consumer-generated content. In particular, customer relationship management as reflected by a brand’s effort in building relationships with individual consumers was found to be the most influential to brand equity development. The study also found that brand equity development in the luxury and upscale hotel sector is driven by unique brand characteristics, including the brand’s symbolic benefit (social image congruence) and experiential benefits (brand affect). It is understandable that in the luxury and upscale hotel sector, consumers’ desires of experiential and symbolic benefits are strong and are likely to increase, with the constructions of super luxury hotel properties worldwide. Therefore, brands need to address these consumer desires in order to cultivate consumer-based brand equity. The identification of brand trust indicates that in the hotel service industry, a consumer’s confidence in the business reliability is influential. Moreover, this study identified the role of consumer-generated content for brand equity development, which not only highlights the influence of digital word-of-mouth on brand equity development in the current research context but also provides a foundation for future research across other markets.
Overall, the current research uncovered unique brand equity dimensions and antecedents from the perspective of luxury and upscale hotel consumers. These additional findings enhance brand equity theories in the luxury and upscale hotel sector and offer a specific reference for luxury and upscale hotel businesses to efficiently build an influential brand in the consumer’s mind.
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Zhang, Shijie. "An empirical assessment of the impact of brand trust on consumers' repurchase intention of national dairy products in China : a brand and consumer relationship perspective." Thesis, University of Essex, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.654434.
Full textAbstract:
The Chinese national dairy industry has experienced a series of scandals owing to dairy firms' aggressive pursuit of profits and neglect of product quality guarantees since the 2008 melamine case. This perceived violation of trust has affected consumer perceptions of and behaviours toward the national dairy brand, which may best be resolved by facing up to the issues, enhancing the brand and building consumer relationships to regain trust in brand quality. Therefore, understanding how brand and consumer relationships affect Chinese consumers' brand trust and further influence their beliefs and intentions following a violation of trust is a key consideration for Chinese dairy firms. Through the literature review, some gaps are addressed. Few empirical works in the literature have explored the antecedents of consumer trust in brand in the context of brand/consumer relationships. In particular, very few studies have tested the antecedents of two facets of consumer trust in brand - cognitive and affective - in a single study to establish which antecedents are more relevant to these two types of trust. Moreover, there is the lasting debate on whether or not violation of trust will lead to negative consequences. Using Fournier's (1998) brand relationship quality model (BRQ) and Fishbein and Ajzen's (1980) theory of reasoned action (TRA), this dissertation investigates the impact of the constructs of brand/consumer relationships on consumers' trust in brand, and how this trust influences consumer beliefs and repurchase intentions following a violation of trust. It seeks to fill the gaps in the literature by undertaking a large-scale, face-to-face survey (400 respondents) using a structured questionnaire to gather data from the Children park; hospital; kindergarten in the first-tier Chinese cities. The data are analysed using structural equation modelling techniques to investigate causal relationships between the different latent variables.
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Nielsen, Anders Juul. "The consumer-brand relationship paradox." Master's thesis, 2015. http://hdl.handle.net/10071/11116.
Full textAbstract:
JEL classification system
M30 - General
M31 – MarketingThis study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relation to consumers’ interest in relational behaviour. They were found to statistically predict the level of brand loyalty. Respondents depicted low levels of involvement, commitment, engagement and brand loyalty. Likewise had significant negative responses towards relationship offerings (ROs) from brands. This was though significantly determined by the level of ROs. A number of three to four ROs in a month were found to have remarkably negative impact on consumers behavioural brand loyalty (BBL), attitudinal brand loyalty (ABL) and intentions to recommend (ITR) a brand. Likewise, consumers’ motivation for engaging with brands were steered by simpler motives as making a purchase, getting discounts and receiving customer service. Thus, provide additional evidence to the claim that consumers have little interest in deep relationships with brands. The main conclusion is that a consumer-brand relationship (CBR) paradox exist. Consequently, marketers must realise that not all consumers are receptive to ROs or interested in brand relationships. Thus, cannot be managed as relationships and without consequences be forced into one. Subsequently, marketing thinking and efforts should be diversified and account for this.
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Hsu, Ting-Jung, and 許庭蓉. "Effects of Consumer-Brand Relationship on Promotion Advertisement Brand Alliance's Brand Attitudes." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11447550624960757114.
Full textAbstract:
碩士國立交通大學
運輸與物流管理學系
102
Recently, due to the competing of the brand market, more and more companies are focusing on increasing the value of its brands. Therefore, lots of companies will try to cooperate to other brands in order to create brand value and increase market share. According to prior work, this kind of brand marketing strategy was called “brand alliance.” In fact, brand alliance have three types：cobranding, advertising promotion, Ingredient brand alliance. However, many researchers only focus on the effect that will influence the brand or category’s combination, that is, consumer’s perceiving fit. They neglected consumers will judge the brand by the connection of them and brands, and we called this norm for consumer-brand relationship. It has two different dimensions: communal (e.g., VIP) and exchange (e.g., business relation). Exactly, , we only focus on the advertising promotion brand alliance in this essay, due to the probability of the non-fit situation will more possible in this kind of brand alliance. Therefore, in our research we discussed two different situation─ high level of fit and low level of fit will how being influenced by moderate effect and will how react to the overall attitude toward brand alliance (H1) and attitude toward host brand (H2) and ally brand (H3). However, in this essay, we assumed that by the associative network which can activate memory nodes and will let consumers in the exchange relationship evaluate their attitude higher than those in the communal relationship also the same hypothesis on the attitude toward host brand and ally brand. However, as the result showed that the moderate effect was not significant and consumer’s perceiving fit only affected on the overall attitude. According to the results, we thought there may be exist spillover effect to decrease the effect of associative network. Finally, this research can provide some suggestions for marketing managers and to suggest some advices for the detail when they try to launch advertising promotion brand alliances.
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Hsia, Kuo-yao, and 夏國耀. "Effect of Consumer and Brand Romantic Relationship on Brand Loyalty." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31482644132868853889.
Full textAbstract:
碩士義守大學
管理研究所碩士班
96
Consumers often say they are "in love with a product or brand," but we know nothing about the import of consumers’ remarks. In this research, romantic relationship was applied to measure the relationship between the brand and consumers. In addition to confirm whether brand loyalty is different under different kinds of romantic relationship between the brand and consumers, it also get in touch with the influence of brand personality on romantic relationship between the brand and consumers. The connection between consumers’ personality trait and brand attitude is another purpose in this research. According to references, this research generalizes five types of brand personality (sincerity, excitement, competence, sophistication, ruggedness) and six kinds of romantic relationship (passionate love, game-playing love, friend love, dependent love, practical love, altruistic love) between the brand and consumers. After surveying by questionnaires, it finds out that the results tend to perform passionate love, friend love, dependent love, practical love when consumers consider brand personality to be sophisticated. Among each types of romantic relationship, friend love has an obviously influence on brand loyalty. Group of extraversion usually consider brand personality as being competent and sophisticated, therefore, they tend to perform dependent love, practical love. Besides, group of extraversion and group of conscientiousness have much higher brand loyalty than group of openness to experience. Finally in order to increase brand loyalty, this research suggests brand manager working hard on modeling the sincerity and sophistication of the brand personality.
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Costa, Heloísa de Jesus. "Building consumer-brand relationship through mobile marketing." Master's thesis, 2013. http://hdl.handle.net/10071/6806.
Full textAbstract:
In an extremely competitive Era, in which the need of value creation for the clients emerge, brands appear to be a fundamental asset for companies and the emotional relationships that are built with consumers are their fundamental source of differentiation. The new interactive media that born of technology and allow new ways for customers and brands to communicate seem to promote that relationship.
A research in Generation Y (people aged between 18 and 35 years old) in Portugal was made using an online survey being obtained 238 valid answers. The objective of this research was the analysis of the impact of mobile marketing (use of mobile phones as marketing communication media) in the strength of consumer-brand relationship.
The interaction with brands through mobile devices do not originate in the respondents perspective positive consumer-brand relationships, however it was obtained for a specific group of consumers.
The brand experience that is felt along the interaction is a factor that influences the strength of consumer-brand relationship, as also the value of communication – it was proved that emotional communications are associated with stronger consumer-brand relationships. The tool of interaction is also an influencer factor, pull-based mobile marketing actions empowered the consumer-brand relationship more than push-based mobile marketing actions.
The research also allowed to conclude that the strength of consumer-brand relationship has influence in future interactions intentions with the brand, namely in services that imply the providing of personal data.Numa Era de competitividade em que a necessidade de criação de valor para o cliente urge, as marcas afiguram-se como os principais activos de uma empresa e as relações emocionais que criam com os consumidores são a sua principal fonte de diferenciação. As novas formas de interação entre marcas e consumidores derivadas das novas tecnologias dão indícios de fomentar e fortalecer essa relação. Foi realizada uma investigação junto da Geração Y (jovens entre os 18 e 35 anos) em Portugal através de um inquérito online de onde foram obtidas 238 respostas válidas. O objetivo desta investigação era a análise do impacto do mobile marketing (uso de telemóveis enquanto meio de comunicação em marketing) na relação consumidor-marca. A interação com as marcas através dos dispositivos móveis não deu origem a relações consumidor-marca extremamente positivas em termos absolutos, no entanto, para um nicho de consumidores foi possível verificar o contrário. A experiência de marca sentida aquando da interação revelou-se um factor com influência na força da relação, assim como o valor da comunicação – comunicações emocionais originam relações consumidor-marca mais fortes. A forma de interação é também factor influenciador, sendo que as ações de comunicação pull parecem aumentar a força da relação em comparação com as ações push. A investigação permitiu também concluir que força da relação influencia as intenções de interação futuras com a marca, nomeadamente através de serviços que implicam o fornecimento de dados pessoais do cliente.
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Lai, Lung-hsing, and 賴隆興. "Exploration of Relationship Qualities of Consumer-Brand-Consumer Triad in Brand Communities：Evidence from A Subaru Impreza’s Brand Community." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/92325785474056508855.
Full textAbstract:
碩士大葉大學
人力資源暨公共關係學系碩士在職專班
94
Brand community, first defined and conceptualized by Albert Muñiz ,Jr & Thomas O’Guinn in 2001, presents an unique set of relationship fabric – the consumer-brand-consumer triad, different from traditional “brand-consumer dyad” which has been traditionally studied by market researchers. Although Muñiz and O’Guinn (2001) conceptualized Brand Community, with some consequent studies concerning the topic, nothing about its relationship strength among the elements has been further explored. The study explores the relationship qualities in the triad, i.e. brand relationship quality (BRQ) and communal relationship quality (CRQ), in order to provide a framework of understanding more about brand loyalty. BRQ is about the consumer-brand relationship, whereas CRQ is about the consumer-consumer( and community). The study is mainly based on the definition and characteristics of brand communities described by Muñiz and O’Guinn (2001), as well as Susan Fournier’s theoretic framework of brand-consumer’s relationship quality (BRQ) in 1998, by interviewing method, in an attempt to conceptualize the relationship framework of the consumer-brand-consumer triad in a Subaru Impreza’s brand community for implications and further research. The study finds in the brand community that, besides the six–faceted brand relationship qualities from Fournier’s work, investment is also a key facet in the brand-consumer relationship (BRQ). It also finds that consumer-consumer relationship (CRQ) includes five facets: involvement, normative ness, commitment, self-connection and role-modeling. The study argues that single relationship quality of CRQ can influence a certain single relationship quality of BRQ, thus enhancing consumers’ brand loyalty and the cohesion of brand communities.
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Li, Shih-hua, and 李世華. "The Impact of Brand Equity on Consumer-Brand Relationship in Dissatisfaction." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/57169913557073146432.
Full textAbstract:
博士國立中央大學
資訊管理學系
101
Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The study is one of the few studies proposing a conceptual model accessing relationship theory to understand the impact of brand equity on purchase behavior especially customer repatronage intention in such context of dissatisfaction. Thus, the purpose of the present research is to answer two questions: (1) What factors will improve repatronage intention in customer dissatisfaction context? (2) Based on commitment and trust, how do brand equity influence customer repatronage intention despite dissatisfaction? This study conducts online surveys and applies statistical analyses, PLS (Partial Least Squares), to investigate the findings. The results show that there is a significant relationship between commitment and trust. At the same time, brand equity has strong impact on commitment and trust. Most importantly, the result indicates brand equity influence dissatisfied consumers’ repatronage intention through mediating roles of commitment and trust. Detailed theoretical and managerial implications of these findings are presented.
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CHEN, YONG-JIE, and 陳雍杰. "The study of brand relationship and brand equity to the consumer." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/44220929155492535795.
Full textAbstract:
碩士嶺東科技大學
經營管理研究所
101
The modern consumer habits change created the emergence of well-known brands on the market, and therefore so many brand owners to note that communicate with each other as a bridge between the consumer, the research from brand relationships, brand equity and consumer behavior literature Corollary brand relationship with consumers behavior should have a relationship, and thus the development of a brand relationship, the theoretical framework of brand equity mediates the effect of consumer behavior research hypothesis, hypothesis 1: brand relationship has a positive impact on consumer behavior; study hypothesis 2: brand relationship on brand equity has a positive influence; research hypothesis 3: brand equity has a positive impact on consumer behavior; research hypothesis 4: brand equity of the brand relationship with the consumer behavior has mediating effect.The study results demonstrate the Research hypothesis 1 to study the assumptions of hypothesis 4, part of Hypothesis 4 by its research more clearly know the brand equity in the brand relationship with the consumer behavior has a significant mediating effect.
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Rimmell, Shereen. "The consumer-brand relationship amongst low-income consumers." Diss., 2009. http://hdl.handle.net/2263/23295.
Full textAbstract:
The nature of relationships that consumers form with their brands has been well documented in the marketing literature, but research conducted to date has not focused on the relationships that low income consumers form with brands, despite this being an extremely important market globally. Through understanding the consumer-brand relationships with low-income consumers better, companies have greater opportunities for new markets as well as leading to increased innovation. This paper highlights low-income consumers as value-conscious consumers through the brand relationships they have. Results from thirteen in-depth, face-to-face interviews with 13 women from Alexandra Township in South Africa are presented. Low-income consumers form many different relationships based on value, quality, choice and service, to name a few – with very few relationships being based on price. The low-income consumer requires trustworthiness, innovativeness and a willingness to do things differently. Understanding of their situation and a willingness of management to design processes and procedures around this is found to relate to improved relationships with an extremely brand-loyal market.Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Chang, Shih Wei, and 張詩偉. "A Study of Relationships among Brand Image, Brand Relationship Quality, Customer Relationship Quality, Consumer Involvement and Brand Attitude— An Example of Name brand." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/58635681628311538321.
Full textAbstract:
碩士輔仁大學
心理學系
96
This study was designed to find the cause-effect of band image, brand relationship quality, consumer relationship quality, consumer involvement and brand attitude. And then, through the application of SPSS and AMOS , we built conceptual framework related to brand image, brand relationship quality, consumer relationship quality, consumer involvement, and brand attitude. This study takes survey method. Valid samples collected are 505.The results showed as follows: (1) Brand image has a positive influence on business performance, Brand relationship quality, customer relationship quality and brand attitude; Brand relationship quality and consumer involvement has a positive influence on brand attitude; Brand relationship quality and consumer involvement has a positive influence on customer relationship quality.(2) According to cluster analysis, the name brand customers are divided into four groups: careful to evaluate, higher demand of name brand, self-explanation, and lower demand of name brand. (3) In demographic variables, the variables of annual income and occupation status have no significant distinctions in brand image, brand relationship quality, customer relationship quality, and consumer involvement. Furthermore, branding choices are significantly different among different groups of age, educational level, and annual income. Through our empirical analysis and findings, this research can get better understanding about the relationship of the above five variables. Also, the result of this study is helpful for companies according to different companies to build their own strategies. The practice recommendations of this study are that, the new type of name brand consumer groups; Improving the performance of customer relationship quality; and the importance of brand relationship quality.
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Yeh, Yi-Hsin. "The effects of brand relationship norms on consumer response to brand information and advertising." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-12-4791.
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This research investigates how communal and exchange brand relationship norms determine consumers’ tendencies in processing brand information in morality or competence terms, respectively. Study 1 tests the hypothesized relationships between relationship norms and morality/competence social cognition. The results show that exchange norm-oriented consumers evaluate a brand mainly based on its competence attributes, whereas communal norm-oriented individuals place additional focus on the brand’s moral conduct. As an extension of Study 1, Study 2 examines the effectiveness of morality-framed and competence-framed advertising messages in relation to the relationship norms salient at brand exposure. The findings reveal that exchange norm-oriented individuals demonstrate more favorable attitudes towards the competence-framed message, whereas communal norm-oriented individuals show more positive attitudes towards the morality-framed message. Finally, Study 3 investigates how the norms dominant in the relationships with a brand influence consumers’ attitude change in response to morality- and competence-based negative information on the brand. The results show that exchange norm-oriented individuals are more susceptible to immoral brand information, and communal norm-oriented individuals are equally affected by both types of negative brand information. This research suggests that the different emphasis on morality and competence information in communal and exchange brand relationships not only influences how consumers form their initial impressions of a brand and evaluations of advertisements but also how they interpret negative brand information as brand relationships unfold.text
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Park, Hyejune. "The Role of Social Network Websites in Consumer-Brand Relationship." 2011. http://trace.tennessee.edu/utk_graddiss/1214.
Full textAbstract:
This research explored the phenomenon of online social network in the context of consumer-brand relationship. The specific research objectives were: (a) to examine whether perceived benefits of a Brand’s Social Network Website (BSN) predict BSN relationship quality; (b) to investigate whether perceived benefits of BSN predict perceived relationship investment; (c) to examine if online social connection strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (d) to examine if experience with BSN strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (e) to investigate whether BSN relationship quality predicts brand relationship quality; (f) to examine whether BSN relationship quality predicts customer loyalty toward BSN; (g) to investigate whether perceived relationship investment predicts brand relationship quality; (h) to investigate whether brand relationship quality predicts customer loyalty toward BSN; (i) to examine whether brand relationship quality predicts customer loyalty toward the brand; and (j) to investigate whether customer loyalty toward BSN predicts customer loyalty toward the brand.
This research employed a mixed-method approach to overcome the weaknesses in a single method approach and to provide stronger evidence for a conclusion. First, qualitative analyses explored the unique context of BSN, which was not much investigated in prior research. Specifically, Brand Pages of 22 apparel brands and 10 restaurant/coffeehouse brands, chosen as research settings, were investigated to validate the proposed research constructs. Second, quantitative analyses utilized an online self-administered cross-sectional survey method. A total of 501 complete responses collected from consumer panels of marketing research firm were used.
The results suggested that BSN benefits are important drivers of relationship mediators (i.e., BSN relationship quality, perceived relationship investment), which in turn positively influence BRQ. However, functional benefits did not influence BSN relationship quality. In addition, while customer loyalty toward BSN was predicted by both BSN relationship quality and BRQ, it did not positively influence the loyalty toward the brand. Specifically, BSN loyalty did not influence behavioral loyalty and negatively influenced willingness to pay price premium. Further discussion about the results, implications, and suggestions for future research were provided.
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Hsu, Wei-Chieh, and 徐偉杰. "The consumer repurchase Research of relationship marketing and brand image." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/52589367764146207858.
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碩士中國文化大學
國際企業管理研究所
94
According to general customer satisfaction and the relationship between relation-ship management and customer repurchasing activities, this paper illustrates the level of the impact on relationship management to customers re-purchasing activities. Thus is-sues between the connection with relationship management, customer satisfaction and customer repurchase activities will be discussed mainly, moreover, how brand image might affect the relationship management and customer repurchase activities will also be discussed. To see if there is an positive influence or not. Primary research, sending questionnaires, is the chef method which helps to reach the finding. 500 questionnaires had been sent throughout sample shops around Northern Taiwan such as Tsann Kuene life mall、Sun Far 3C. 300 in 500 of the questionnaires are effect on the study. After collecting the questionnaires, descriptive statistics analysis, re-liability analysis, the correlation analysis and multiple regression analysis are used to analyze all the information. According to the finding, it is believed that financial bond, social bond and struc-tural bond in relationship management which are brought up by Berry & Parasuraman in 1991 have the positive influence in customer repurchase activities. Furthermore, posi-tive impact is also found in the relationship between customer satisfactions with con-tents, equipments, staff and process in the service and the behavior of repurchase. Last but not least, it is found that brand image has not have positive influence in repurchase behavior in this study.
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Huang, Wen-Te, and 黃文德. "The Relationship among Green Brand Image, Consumer Altruistic Value, Green Purchasing Intentions and Consumer Satisfaction." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/43330438689402581561.
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碩士靜宜大學
國際企業學系
103
The purpose of the study is to empirically investigate the relationship between green brand image, consumer altruistic value, green purchasing intentions and consumer satisfaction. A questionnaire survey method to collect data for the target population that had been used Starbucks product or Starbucks’s customer, in fact, it have a total of 168 valid questionnaires. The results indicate that green brand image has a positively direct effect on consumer satisfaction. In addition, the results also presented that green brand image has a positively direct effect on consumer altruistic value. On the other hand, consumer altruistic value has a positively direct effect on both consumer satisfaction and green purchasing intentions. However, the results showed that green brand image has no significant impact on green purchasing intentions. The marketing managerial implications of the finding also discussed. Further, this study also examines mediation effect of consumer altruistic value for the relationship between green brand image and consumer satisfaction. The result indicate that consumer altruistic value only have the partial mediation effect. However, consumer altruistic value for green brand image and green purchasing intentions have no mediation effect.
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Shabaga, Rebecca. "Predicting Persistence: An Examination of Two Critical Indicators of Brand Relationship Strength." Thesis, 2013. http://hdl.handle.net/10214/7298.
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The current research argues that brand commitment, a multidimensional construct consisting of brand attachment, long-term orientation, and intent to persist, is a better indicator of brand relationship strength than brand attachment alone. Brand commitment is a better indicator of brand relationship strength because it is able to predict brand relationship persistence, is influenced by important antecedents of brand relationship strength, and can explain the relationship between the antecedents of brand relationship strength and relationship persistence while brand attachment cannot. The current research employs survey methodology, SEM, and a between-subjects experimental design to test this argument. The results indicate that brand commitment predicts relationship persistence and reveal that long-term orientation and intent to persist are important predictors of relationship persistence. These findings contribute to the consumer-brand relationship literature by illustrating the importance of understanding all three of components of brand commitment.
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Huang, Chien-Pei, and 黃千佩. "The Moderating Effect of Brand-Consumer Relationship Model on Ambiguity Aversion." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/30036169526177263249.
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碩士南台科技大學
行銷與流通管理系
98
Option of unknow risk is ambiguity. Ellsberg (1961) proposed that even though in the same expectations, consumer aways preference to chose the risky options rather than the ambiguity options, and this condition referred to as "ambiguity aversion." This research was to explore how the type of brand - consumer relationship (communal versus exchange relationship) to affect the ambiguity aversion. Authors argued the consumer showed the greater ambiguity aversion when they formation of a communal relationship with the brand, as opposed to the exchanges'. In other words, the ambiguity aversion in the communal relationship is more significant than in the exchange relationship. This assertion were be proved by the three experiments. First experiment confirmed that the subjects were showed less ambiguity aversion whan they were formation of a communal relationship with the brand (as opposed to the exchange relationship). Second experiment confirmed that the results is the mediation effect of the trust perceived. Final experiment confirmed the effect of ambiguity aversion that to priming the relationship type of the subjects were affected the continuous unrelated mission (like the Ellsberg gamble). The results of this study has been the promotion the ambiguity aversion for the relevant theory, and recommendation for the marketing theory and the practical.
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Aggarwal, Pankaj. "The effects of brand relationship norms on consumer attitudes and behavior /." 2002. http://wwwlib.umi.com/dissertations/dlnow/3048359.
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Henry, Daniel D. "Consumer-brand relationships and effective management of social media." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1497.
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Relationship marketing is an important part of the development of brands. The following report conceives the role of relationship marketing and how brands can use social networks as a key for unlocking a relationship with their consumer. This report presents the managerial implications on relationship marketing, the importance of dialogue, and social media. This report is for marketers to understand the importance of initiating, developing and maintaining a relationship with consumers and translate the concepts so that brands can successfully apply them into social networks.text
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Shen, Shin Yi, and 沈欣宜. "Marketing Communication, Consumer-Brand Relationship, and Brand Loyalty: The Study of Mobile Phone Consumers in Taiwan." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/90498549447855655487.
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碩士東海大學
企業管理學系碩士班
98
Today, because of auxiliary tools (ex:computer systems) , marketing communication in business can not only design brand messages much personally , but also take two-way communication with consumers efficiently. Therefore, how companies make the best use of these marketing communication technologies to establish consumer-brand relationship and make customers be loyal to brand to increase company's competitiveness is the essential task in running the brand. Reviewing literatures about brand relationship, this study finds some factors which may affect consumer-brand relationship, including communication, consumer-induced and competitive factors. And the communication-based marketing model pointed out that brand relationship established by interactive communication between businesses marketing communication and consumers. There are short of communication points of view to explore brand relationship in the past literatures, so this study intended to use the view of marketing communication to explore brand relationship. In this study, we took mobile phone consumers in Taiwan as our research subjects and collected 301 valid samples by the internet. The valid response rate is 94.06% and we used structural equation model to test the hypotheses. This study concluded that: (1) Except the hypothesis of positive relationship between "communicative interactivity" and "brand partner quality" isn’t significant, others between marketing communication dimensions (communicative interactivity, communicative consistent, communication personalization) and brand relationship dimensions (intimacy, self-connection, brand partner quality) are all significant. (2) The positive relationships between consumer-brand relationships (intimacy, self-connection, brand partner quality) and brand loyalty (behavioral loyalty and attitudinal loyalty) are significant. It indicates that building brand relationships with consumers will make consumers not only be willing to repeat purchase and word of mouth recommendation, but also make commitment to the brand and identity the unique value of the brand to become brand loyal customers. (3) Three dimensions of brand relationship quality are fully or partially mediated the relationship between marketing communication and brand loyalty respectively.It indicated that brand relationship which established through marketing communication is helpful to foster consumer’s brand loyalty.
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SU, CHIA-YI, and 蘇嘉怡. "A Study of Relationship among Consumer Experience, Brand Image and Consumer Satisfaction－An Example of Airline." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/x3t73q.
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碩士銘傳大學
國際企業學系碩士班
95
Under the fierce competition in the market, hard to differtiate products and more choice for consumers. The market matrix-4P can’t meet consumer’s needs. Instead, consumers want the products or services which could incite their sense, stimulate their emotion and get related to their life styles. Therefore the concept of Experiential Marketing grow up. According to Schmitt (1999) who has mentioned in the book” Experiential marketing” that Singapore Airline is the Airline who offer a whole the best experience for customers. After reviewing the literatures in Experiential Marketing in Taiwan, the most of them talked about retail industry and tourism. There lack of concrete researches about Experiential Marketing on airlines. That’s the motive of this paper. There were customers who had taken Eva air Hello Kitty Jet with valid responses to the questionnaires. This research has adopted questionnaire investigation of experiment proof. To discuss the relationship among consumer experience, brand image and consumer satisfaction. The result could be a reference for airlines’ marketing. The results of the study are as follows: 1. The influence of emotion and act experience on consumer satisfaction are significant and positive. But Sense, Think and relate experience aren’t. 2. Think and relate experience has significant and positive influence on consumer satisfaction through brand image. But sense,emotion and act experience don’t have significant and positive influence on consumer satisfaction.
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Lin, Hsin-Feng, and 林欣鳳. "he Relationship among CSR, Brand Relationship, and Consumer Purchasing Behavior-A Study of 7-ELEVEn." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/wb8t9t.
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碩士國立勤益科技大學
企業管理系
101
In recent years, issues related to corporate social responsibility (CSR) have been increasingly put under the spotlight. Companies are now practicing social responsibility through various means, and they have realized that it not only fulfills obligations and responsibilities, it enhances corporate competitiveness as well. Using empirical research and literature analysis, the present study investigated the relationship between consumers’ perceptions of a company in terms of economic responsibility, legal responsibility, ethical responsibility, and responsibility towards philanthropic and brand trust, brand satisfaction, brand attachment, current purchasing behavior, and future purchase intention. An analysis of the relationship strength between different dimensions was also conducted. For empirical data, a survey of consumers was conducted. A total of 753 valid questionnaires were collected, with results showing that: (1) corporate economic responsibility has a significant positive effect on the levels of brand trust and brand satisfaction among consumers; (2) corporate responsibility towards legal has no significant effect on brand trust and brand satisfaction; (3) corporate ethical responsibility has a significant positive effect on the levels of brand trust and brand satisfaction among consumers; (4) corporate responsibility towards philanthropic has no significant effect on brand trust and brand satisfaction; (5) brand trust and brand satisfaction have a significant positive effect on brand attachment; (6) brand attachment has a significant positive effect on current purchasing behavior; and (7) brand satisfaction, brand attachment, and current purchasing behavior all have significant positive effects on future purchase intention. This information can serve as a useful reference for companies implementing CSR policies. This study divides consumers into Generation X and Generation Y and explores corporate social responsibility, brand relationship, current purchasing behavior, future purchase intention as well as whether different generations vary. The results show that different generations vary in philanthropic responsibility, brand attachment, current purchasing behavior and future purchase intention without significant differences in other facets. By comparing the average of all facets, we find that generation Y has stronger feeling in terms of economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility, brand trust, brand satisfaction, brand attachment, current purchasing behavior and future purchase intention than that of Generation X. Furthermore, it uses different generations to conduct cross analysis on the basic information of the consumers. The results show among the respondents, the consumers of Generation X are mainly females with residential area in North, education level of high school, occupation in financial/service industry, monthly income of NT$10,000~30,000 and consumption frequency of less than once a week; while the consumers of Generation Y are mainly female students with residential area in North and Central, education level of university/junior college, monthly income less than NT$10,000, and consumption frequency of three times a week. It indicates the consumers of different generations show difference in terms of gender, residential area, education level, occupation, average monthly income and weekly consumption frequency.
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Lee, Hsing-Han, and 李欣翰. "Effect of Relational Benefits and Brand Relationship on Consumer Loyalty of Employer Brand and Corporate Brand in the Service Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/59319062073337108216.
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碩士義守大學
管理學院碩士班
98
The purpose of this study is to examining the overall net effect that customer loyalty to an employee brand may have on customer loyalty to a service firm brand. A total of 915 students enrolled in a university in southern Taiwan were selected of participate in this study for the quantitative survey. The hypothesized relationships were testing using structural equation modeling (SEM). The research found significant positive relationships between customer loyalty to a brand, brand relationship quality and customer loyalty to a brand. But the relationship structure of employee brand is radically different from that of service firm brand. The results also confirm that customer loyalty to an employee brand cancels out part of the positive effects on customer loyalty to the service firm brand.
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Huang, Yu-Jung, and 黃郁容. "Study of the relationship between consumer products’ brand assets and corporate value." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/26120968594186632275.
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Chin-yu, Chen, and 陳金裕. "The relationship between the degree of information exposure and consumer brand loyalty." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/15508918811444669069.
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碩士中國文化大學
國際企業管理研究所
99
Facing the variety of consumer’s demand nowadays, firms develop market in different segments. Firms operate market by using different ways as well as different types of information exposure. However, what are consumers’ response to the exposure of information? Do the consumer brand loyalty be influenced by the degree of different information exposure? These topics are really worth study. This study, which try to, integrate 3 constructs of information exposure. The information exposure content, the information exposure volume and the information exposure frequency in consist of the degree of information exposure. Try to measure and to explicate the relationship between the degree of information exposure and consumers brand loyalty by adopting varies of products categories and products involvements as moderators. Also adopt consumer perceived value and consumer perceived price as control variables. Random samples are selected from individual consumers, located at Taipei city and Taipei county, and reached a total of 1205 valid questionnaires. The results of this study does not support the hypothesis that the degree of information exposure, information volume and information frequency are related positively to the degree of influence in consumer brand loyalty. Whereas, the information exposure content is related to consumer brand loyalty. In addition, the results does not indicate a significant positive association between the information exposure and consumers brand royalty in consumers incomes. It also indicates that these is no significant association between the information exposure and consumer brand loyalty in consumers educational backgrounds. Therefore we suggest that to raise the degree of consumer brand loyalty, a firm should use a proper degree of information exposure and sufficient information content.
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LI, SHU SHIN, and 李書馨. "A study on the relationship between Consumer Experience and Theme Park Brand." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/43970534269401799889.
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碩士明道大學
管理研究所
94
The arrival of experiential economic era has been one of the major break-through in the 21st century. The quality of products and benefits of service become less influential when consumers also pay their attention on whether or not that they can get feelings of refresh, joyful from the consumption activity at the same time. As a result, it is likely to become a trend in the future that experiencing marketing will be one factor attracting consumers. Therefore, experiencing marketing acts as an important role in the management and administration of the theme park; the brand and culture of the theme park can be approved by joyful experiences that its customers feel, and the services that a theme park can provide are composed by different attribute of values, as well as the rights and interests of the brand. According to American marketing expert Schmitt (1999), he pointed out that consumer’s experience is the prior element when considering marketing strategy. The traditional way of marketing is no longer to provide customers with total satisfaction; therefore entrepreneurs must provide its customers with a comprehensive way of consumer experience, thus building up a good interaction between consumers and brands. In this research, we hope to understand the feelings of consumer experience at a greater depth, to design every theme by applying experiential marketing effectively for different consumer experiences, strengthen the recognitions its customers have towards the theme park. This allow us to be differentiated our characteristics of the theme park from other competitors, thus improves the popularity and loyalty of the theme park, and improves the operational performance of the theme park as the result. Some conclusions as the following: 1. The consumption experience, facility experience, and servicing experience that a customer experienced provide a positive and remarkable result towards the theme park management, while sense experience, feature and functional experience are less influential. 2. The brand popularity, brand loyalty, servicing quality and price provides a positive and remarkable result towards consumer experience; while the quality of facilities and how unique in resources are less influential. 3. “Brand popularity” provides the most influential result towards all categories of consumer experience. 4. “Facilities experience” and “Consumption experience” provides the most influential results towards theme park brand management.
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Silva, Mariana Pereira da. "Analysing consumers relationship with banking on social media: The influence of consumer-brand engagement and brand love." Master's thesis, 2019. http://hdl.handle.net/10071/19422.
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The constant use of social media networks is one of the biggest trends observed in recent years, whose popularity seems to keep growing, and always being reinvented somehow. Every person of any generation is now present on, at least, one social media network and spends a substantial part of their time interacting in online communities. And where people are, there is where brands want to be. Hence the need for companies to adapt to the digital ecosystem, ensuring their presence and maintaining the best possible practices.
Although it has been observed that the relationships between brands and consumers in social networks are favorable for both parties and bring equal benefits, there are some sectors that are unable to do it as efficiently as others. A good example of this issue is reflected in the banking sector, which is one of the most outdated in this matter.
This dissertation aims to understand the difficulties that currently exist in the interaction between consumers and banks on digital platforms, as well as the motivations that drive consumers to want to be part of their Banks Online Communities and to stay engaged in the long term. Simultaneously, the aim is to study the existence of variables such as Engagement and Brand Love in this area and their consequences for the topic.
The data was collected through a quantitative analysis, supported by an online questionnaire based on the literature of different authors regarding the previously mentioned topics. The results allow us to understand the ways in which the banking sector can adjust in order to positively influence its consumers to be present and assiduous to their digital platforms.A utilização constante das redes sociais é uma das maiores tendências observadas nos últimos anos, cuja popularidade parece não parar de crescer, existindo sempre forma de se reinventar. Qualquer pessoa, de qualquer geração, está presente em pelo menos uma rede social e passa uma parte substancial do seu tempo em comunidades online. E onde as pessoas estão, é onde as marcas querem estar. Daqui, surge a necessidade de adaptação das empresas ao ecossistema digital, garantindo a sua presença e mantendo as suas best practices. Apesar de se ter vindo a observar que as relações entre marcas e consumidores nas redes sociais são favoráveis para ambas as partes e trazem benefícios, há ramos de negócio que não conseguem fazê-lo de forma eficiente. Um destes casos consiste no setor bancário, que é um dos mais atrasados neste tema. Esta dissertação pretende compreender as dificuldades que existem atualmente na interação entre os consumidores e os Bancos nas plataformas digitais, bem como as motivações que estimulam os consumidores a querer fazer parte da Comunidade Online dos seus Bancos e a manter-se engaged no longo prazo. Simultaneamente, pretende-se estudar a existência de variáveis como o Engagement e Brand Love nesta área, bem como as suas consequências. A recolha de dados foi feita através de um estudo quantitativo, suportado por um questionário online baseado em literatura científica referente aos tópicos previamente mencionados. Os resultados permitem compreender quais os caminhos a seguir pelo setor bancário, de forma a conseguirem influenciar positivamente os seus consumidores a estarem presentes e serem assíduos nas suas comunidades online.
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Li-TingChiu and 邱莉婷. "The Influence of Relationship Quality on Brand Equity and Brand Extension: The Moderating Effects of Consumer Innovativeness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/29561654376901428103.
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