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 9 of 9 for “"Consumer Brand Relationship"”.
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Conceptualizing the consumer-brand relationship as a truly dyadic process
The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? …
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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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Intimacy issues : a content analysis of intimacy levels and engagement rates between celebrities and influencers.
… the value of peer recommendations, leading brands to utilize the inclusive nature of Instagram to employ celebrity endorsement and/or influencer techniques. Though the two strategies are different, individuals outside the industry often confuse them, resulting in lower engagement rates and …
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Exploring how Generation Y consumers engage with human brands: does it differ from how they engage with traditional brands?
Traditionally, brands have been known as cues that identify or distinguish products, businesses, services, or organisations. More recently, researchers have established that brands can also be human, yet to date very little literature has explored the concept of human brands. For the purpose of …
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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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The social cognitive approach to understanding consumers' engagement behavior in online brand communities in South Korea
… on social cognitive theory (SCT) to explain consumers' engagement behavior in online brand communities (OBCs). Recently, marketers exploited OBCs, a nontraditional form of marketing communication, to reach their target consumers. In the current study, the SCT framework assumed that consumers' …
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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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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
… to the contemporary 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 …