Essays about: "Consumer-Brand relationship"

Showing result 1 - 5 of 25 essays containing the words Consumer-Brand relationship.

  1. 1. From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media

    University essay from Jönköping University; Jönköping University

    Author : Nikolay Nikolov; Juan Pablo Gonzalez; [2020]
    Keywords : consumer; brand; consumer-brand relationships; brand loyalty; loyalty loop; brand hate; brand abandonment;

    Abstract : Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al. READ MORE

  2. 2. Does reaching resonance give brands a free card? : A study of the strength in the consumer-brand relationship when the brand has reached the stage of brand resonance.

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Camilla Gonzalez; Sanne Swedenås; [2020]
    Keywords : Consumer-Brand relationship; Brand Resonance; Brand Loyalty; Self-imagery; Ethical values; Social sustainability;

    Abstract : Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. READ MORE

  3. 3. Negative Emotions toward a Celebrity Brand : A study on reasons, behavioral outcomes, and neutralization actions

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Corinna Dahmen; Madeleine Prüfer; [2020]
    Keywords : Celebrity Brand; Consumer-Brand-Relationships; Negative Emotions; Behavioral Outcomes; Neutralization Actions; Social Media;

    Abstract : Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consumer-brand-relationships. READ MORE

  4. 4. The association between consumer perception of brand sustainability and financial performance - evidence from Sweden

    University essay from Handelshögskolan i Stockholm/Institutionen för redovisning och finansiering; Handelshögskolan i Stockholm/Institutionen för nationalekonomi

    Author : Gustaf Aniansson; Natalie Wild; [2020]
    Keywords : Sustainability; Social sustainability; Environmental sustainability; Consumer brand sustainability perception; financial performance;

    Abstract : We examine if there is any association between how sustainable a brand is perceived to be by consumers, and the financial performance of the firm that owns the brand. To investigate this, we formulate three hypotheses. A first hypothesis looking at the association between consumers' brand sustainability perception (BSP) and profitability. READ MORE

  5. 5. Connecting Value Co-Creation Practices and Consumer Relationships in Brand Communities : A Comparative Multiple Case Study of Two Adidas Runners Communities

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Simon Blüchert; Mårten Nordbeck; [2020]
    Keywords : Value co-creation practices; consumer relationships; brand community; relationship marketing; consumer participation;

    Abstract : A strong brand community is characterized by its value co-creation practices and brand community consumer relationships. Although previous brand community literature explains the contribution of brand community entities through these practices and relationships separately, no identified research has focused on how these practices are connected to the consumer relationships. READ MORE