Search results for "brand love"
showing 5 items of 5 documents
Antecedentes y consecuencias del Amor a la marca deportiva 2.0
2018
En esta Tesis Doctoral se indagará el comportamiento de los fanáticos de un equipo de fútbol, con la finalidad de avanzar en la investigación científica sobre el estudio de las acciones que los individuos manifiestan no sólo en la vida cotidiana y tangible, sino también en el espacio paralelo de internet, mediante el efecto boca-oído electrónico. Para ello se realizó un estudio que tiene como propósito identificar los antecedentes del amor a la marca y comprobar si existe una influencia positiva significativa en el comportamiento de los consumidores en entornos offline y online. Esta tesis plantea tres objetivos: identificar el rol de las asociaciones de marca en el amor de marca, analizar …
Brand love and positive word of mouth : the moderating effects of experience and price
2016
Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and b…
The relationship between brand love and positive word of mouth
2014
Being able to create strong emotional bonds between consumers and brands can be seen as an important goal of today’s brand management. As in interpersonal relationships also in product and brand context love is presented to be the strongest stage of emotional attachment a consumer may have. Brand love is previously discovered to have several desirable outcomes from marketing perspective but the understanding of this phenomenon still remains in its infancy. The objective of this research was to gain a better insight of the construct of brand love by observing how the three following phenomena, self-expressiveness of a brand, brand trust and hedonic product type affect brand love. In addition…
The complex nature of brand relationships : interpersonal or parasocial love?
2016
Tämän tutkimuksen tarkoituksena oli tarjota syvällisempää ymmärrystä kuluttajien ja heidän lempibrändiensä välisten suhteiden luonteesta. Syvempi ymmärrys auttaa organisaatioita rakentamaan ja kehittämään omia brändejä, sekä ymmärtämään, mitä kuluttajat tuntevat brändejä kohtaan ja miksi. Tutkimus keskittyi erityisesti kahteen eri suhdetyyppiin – interpersonaaliseen ja parasosiaaliseen – sekä siihen, kumpaa näistä suhdetyypeistä tutkimus edustaa. Suhteita arvioitiin myös brändihistorian, brändiuskollisuuden ja brändirakkauden käsitteiden kautta. Tutkimuskysymykset olivat 1) liittyykö brändisuhteisiin interpersonaalisia piirteitä, 2) liittyykö brändisuhteisiin parasosiaalisia piirteitä, ja 3…
Customer-Brand Relationships in the Context of Digital Brands
2022
This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand lovi…