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CONSUMERS IN LOVE: A model to consumers heart
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

PURPOSE

To explain what impacts brand love.

METHODOLOGY

Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents.

FINDINGS

Previous literature lack of concern for parallel studies has a divergent effect in explaining what impacts brand love. A consolidated approach can explain brand love antecedents as the combination of brand evaluation, brand identification, and experience value. In additional findings, brand category has a rather small influence in brand love, and, brand love is a phenomenon not exclusive to one particular brand category.

LIMITATIONS

The findings of this research account for 50% of explanatory power, further exploration and qualitative tests are needed in order to identify the remaining explanatory power.

IMPLICATIONS

The results of this research suggest a consolidated model that can be used by researchers to extend the understanding of what antecedes brand love. Additionally, the model is a starting point for avoiding future divergence in literature. For managers, the findings present a three-faceted suggestion on how to use brand love antecedents.

ORIGINALITY

This study consolidates a divergent field of study, and by doing so, creates a new understanding of what impacts brand love. Additionally, the pre-study has an unorthodox methodological approach, and uses a qualitative method as a screening process, rather than an exploration process.

Place, publisher, year, edition, pages
2018. , p. 61
Keywords [en]
Brand love antecedents, consolidated model, brand identification, brand evaluation, experience value, screening process
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75380OAI: oai:DiVA.org:lnu-75380DiVA, id: diva2:1215424
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-08 Last updated: 2018-06-11Bibliographically approved

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Consumers in love(1302 kB)47 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf