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 16 of 16 for “"Brand Relationships"”.
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Exploring charity brand relationships in a healthcare context.
The brand relationship paradigm (Heding et al. 2009) has been applied extensively in the commercial consumer-brand context (Breazale and Fournier 2012) but there has been scant attention to the study of corporate brand relationships (Abratt and Kleyn 2010) and more specifically in the charity …
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The downsides of price promotions and price negotiations on brand relationships
… reveal consumers who resist a competing brand's price promotion increase their loyalty to their incumbent brand. This effect is rooted in resistance theory, suggesting that when consumers forgo a persuasive offer, their perceptions of resistance are both diagnostic and affirming, which …
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Exploring the impact of language on consumer-brand relationships across digital media
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 …
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Centennial Brand Heritage: Exploring How the Dynamic of Nostalgia Drives Trust, Satisfaction, Commitment, and Control Mutuality in Gen Z's Consumer Brand Relationships
Centennial brands, with a history spanning over a hundred years, continue to foster strong consumer-brand relationships despite evolving consumer behaviors and technological advancements. This dissertation explores the critical role of nostalgia in shaping and sustaining consumer-brand …
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Verifying Authenticity: Blockchain Technology as a tool to rebuild consumer trust in brand authenticity claims.
Consumer trust in brand claims of authenticity is at an all-time low due to an influx of marketing techniques effectively muddling claims of authenticity. The study explores the potential for Blockchain Technology (BCT) to act as a tool to rebuild consumer trust in brand authenticity claims and …
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Brand Defence: Consumers’ Word-of-Mouth Behaviour Towards a Loved Brand
… doctoral research was to ‘critically explore brand love and brand defence in consumer-brand relationships by considering the question: can consumers go beyond positive word-of-mouth, and/or brand advocacy to defend their loved-brands against criticism?’ In achieving the research aim, the study …
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Social media & sports: an evaluation of the influence of Twitter and mobile apps on brand-related consequences
The goal of the sports brand is to create meaningful associations with fans that connect with their core values. A strong sports brand allows the consumer to incorporate the team into their day-to-day activities (Couvelaere & Richelieu, 2005, p. 25). Arvidsson (2006) suggests that consumers create …
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Shifting personal brandscapes: young sojourners’ consumer acculturation
… focuses on how individual sojourners’ consumer-brand relationships and personal brandscapes shift as result of temporary mobility. In addition, the impacts of the individual’s sojourn on home and host others through gifting and the shared production and consumption of foods is investigated. …
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More than Just Words. How the Communication Style Adopted by Brands Affect their Relationships with Consumers
… has been to examine how specific aspects of brand communication style affect the ways in which relationships between brands and consumers form and evolve. A central research question has guided this dissertation: How, when, and why does the style of communication employed by a brand affect …
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A Unified Theory of Consumer Response to Self-Concept Threat
… specifically threats that target the self-brand association. Three experiments demonstrate that threats to self-brand association lead to heightened preference for the focal brand, particularly for those most strongly identified with the brand, and that the this pursuit of the brand is an …
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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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Share, like, tweet and cheer: an examination of social media usage and the NFL
… sport literature related to consumer-brand relationships and fan identification. Therefore, the purpose of this dissertation was to identify and examine how NFL fans are using social media as part of their fandom and why they make the effort to do so. A total of twenty individual, …
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WHAT DID YOU DO TO MY BRAND? THE MODERATING EFFECT OF BRAND NOSTALGIA ON CONSUMER RESPONSES TO CHANGED BRANDS
Marketers often make changes to brands to make the brand seem current or exciting. Some updates are successful while others are spectacular failures. This dissertation establishes a connection between consumer acceptance or rejection of updated brands and the consumer’s reported brand nostalgia. In …
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Customer engagement : conceptualisation, measurement and validation
Understanding the dynamics of focal customer/brand relationships has gained the interest of both scholars and marketers in the last three decades. Particularly, identifying the means of building enduring relationships with customers has been a popular research stream. In recent years, the concept …
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Social media engagement in a dedicated facebook channel : an analysis of relationships to emotional attachment, self-brand connection and brand commitment towards sports sponsoring brands
… relationship to emotional dynamics that underpin brand relationships between sport sponsors and their customers. The study focuses on two leading sport sponsors, and their respective use of social media (in this case two dedicated Facebook channels) to intensify self-brand connection, emotional …
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CONSUMERS AND THEIR CELEBRITY BRANDS: HOW NARRATIVES IMPACT ATTACHMENT THROUGH COMMUNAL RELATIONSHIP NORMS
… process of how and 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 …