Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 6 of 6 for “"Brand Attachment"”.
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Drivers and outcomes of brand attachment
Brand attachment refers to the cognitive andaffective bonding between consumers and ‘their’ brands. Building consumerbrand relationships is becoming increasingly important for academics and practitioners. Academics argue that comprehending the consumer brand relationship provides insight to …
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BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment
… assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or …
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Sensory brand experience: conceptualisation, measurement, and impact on performance outcomes
This thesis asserts that understanding sensory brand experience is fundamental to successful brand management and research. Yet very little progress has been made in both theoretical development and empirical research investigating how sensory brand experience can contribute to understanding all …
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Examining the antecedents and consequences of private label brand consumers’ value co-creation behaviour and customer engagement: a study within the context of retailing in the United Kingdom
… risk, product quality, corporate image, brand image, emotional value, and brand attachment influence value co-creation behaviour and customer engagement. It also examines how customer engagement impacts brand loyalty, participation, word-of-mouth, and trust. Despite extensive research on …
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The Relationship of Women's Magazines and Their Websites: A Comparative Analysis of Print and Web Content
… content could make a difference in consumers' brand attachment and loyalty to a magazine. Magazines must have a dynamic online strategy that offers a different experience than printed material in order to gain new relationships and strengthen those relationships people already have with the …
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CONSUMERS AND THEIR CELEBRITY BRANDS: HOW NARRATIVES IMPACT ATTACHMENT THROUGH COMMUNAL RELATIONSHIP NORMS
… when consumers develop relationships with and attachments to them is a subject that has been underexplored by marketing scholars, a discipline whose activities are often turbocharged by celebrities. In this research project, celebrities are viewed as brands in and of themselves, and …