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 20 of 31 for “"Consumer brand"”.
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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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Factors influencing consumer brand choice of cordial beverages: a case of spaka cordial drinks brand.
Consumer choice is generally determined by various factors such as product attributes, social factors surrounding the consumer, as well as marketing factors. The objective of the study was to explore factors influencing consumer choice for cordial drinks, particularly focusing on SPAKA brand …
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Factors influencing consumer brand choice of cordial beverages: a case of spaka cordial drinks brand.
Consumer choice is generally determined by various factors such as product attributes, social factors surrounding the consumer, as well as marketing factors. The objective of the study was to explore factors influencing consumer choice for cordial drinks, particularly focusing on SPAKA brand …
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Consumer brand equity : a model for the measurement, analysis and evaluation of consumer perceived value
The topic of my research is consumer brand equity (CBE). My thesis is that the success or otherwise of a brand is better viewed from the consumers’ perspective. I specifically focus on consumers as a unique group of stakeholders whose involvement with brands is crucial to the overall success of …
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The Market Position of Distributor Brands in Food Retailing : A Two-Market Study of Consumer Brand Preferences
Made available in DSpace on 2014-12-09T17:52:53Z (GMT). No. of bitstreams: 1 6801768.pdf: 7341586 bytes, checksum: 8e5d95e8a69059a8471a518c887256fd (MD5) Previous issue date: 1967
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Addressing Venture Growth in Nigeria Through 'Entrepreneur-Centered' Design: A Framework for Accelerating Entrepreneurship Development Applied to Consumer Brand Entrepreneurs
… with the needs, desires, and experiences of consumer brand entrepreneurs based in Nigeria being explored and surfaced. In this demonstration, additional guidance on how to apply this approach more generally is provided, as well as recommendations on what is truly needed to enable this class …
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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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What’s In It For Me? Consumer Perceived Value of Marketing Activities as a Driver of Consumer Brand Engagement on Social Network Sites.
… both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal …
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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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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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The role of brand trust within related and unrelated brand extension activities : a consumer perspective
The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature. A review of the literature, which covered the interpersonal relations, psychology, …
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Shifting personal brandscapes: young sojourners’ consumer acculturation
… research 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 …
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The impact of brand owner on consumers' brand perceptions : a development of Heider's Balance Theory
Studies have shown that the brand “owner” is very influential in positioning the brand and when the brand “owner” ceases his or her active role the brand will be perceived differently by the consumers. Balance Theory (HBT), a cognitive psychological theory, studies the triadic relationships between …
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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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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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Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior
Brands now widely implement corporate social responsibility (CSR) initiatives to respond to the call for businesses to contribute to societal welfare. The extant marketing research has focused on the economic benefits of brands communicating their efforts in CSR initiatives to consumers. However, …
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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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Playing for a Good Cause: Investigating Consumer Perceptions of Sport Brands in Cause-Related Marketing Campaigns
… Content Model (Fiske, Cuddy, & Glick, 2007) the brand processing model (MacInnis & Jaworski, 1989), and brand image transfer (Simonin & Ruth, 1998), the author aimed to advance the study of cause-related marketing (CRM) strategy by (1) investigating brand traits (i.e., perceived warmth, perceived …
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