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Dissertations / Theses on the topic 'Brand love'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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1

Osmanovic, Nermin. "The Pathways of Brand Love : Pathways to brand love out of a consumer perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-100299.

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AbstractBrand love has become an increasingly interesting area of research for academics and marketing practitioners alike, as it has shown to drive consumer behaviours such as brand loyalty, positive word-of-mouth and negative information resistance (Batra et al., 2012). However, the focus has primarily been on brand love as a concept and how it drives consumer behaviour from a company perspective, and to a lesser extent on the antecedent pathways that lead to it from a consumer perspective. Based on extant research concerning brand love and its antecedents, this study tries to shed more ligh
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Lee, Michael Shyue Wai. "Brands we love to hate: An exploration of brand avoidance." Thesis, University of Auckland, 2008. http://hdl.handle.net/2292/2556.

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Brands, and the process of branding, are of considerable importance in both marketing academia and practice. Although most research has focussed on the positive attitudes and behaviours that consumers have toward brands, there is a growing interest in anti-consumption. This thesis contributes to anti-consumption research by exploring the phenomenon of brand avoidance. Earlier studies investigating the avoidance of brands have been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. Therefore, this thesis addresses the limitations of existing models by
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Lima, Moraes de Oliveira Gustavo, and Suzanne Meinders. "CONSUMERS IN LOVE : A model to consumers heart." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75380.

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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 sma
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Santos, Barbara Coutinho Pires dos. "A influência do Brand Love e do Brand Gender no Brand Engagement no Facebook e seus efeitos no Brand Equity." Master's thesis, Universidade de Évora, 2015. http://hdl.handle.net/10174/16086.

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Este estudo tem como objetivo identificar as relações existentes entre as motivações, o Brand Love e o Brand Gender no Brand Engagement dos consumidores com as marcas no Facebook e avaliar seus efeitos no Brand Equity. Desenvolveu-se um modelo de estudo no intuito de compreender essas relações, realizou-se um questionário online que obteve 223 respostas válidas. Realizaram-se análises descritivas, factoriais e teste de hipóteses com recurso ao SPSS. Os resultados indicam que o Brand Engagement é dividido em dois componentes (ativo e passivo), e que cada um destes é mais influenciado por determ
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Amin, Berivan, and Danielsson Malin. "Love of brand : a story of an on-going romance." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9667.

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Today, in a world of consumption where almost everything is branded, every consumer has a brand that they love, a so called lovemarks. Nowadays, it takes more than just a commercial to make consumers stay committed to a brand. Consumers need to relate on a more personal level. There lies a deep rooted love, consistent over long periods of time, making the luxury brand consumer’s one the most loyal consumers in the world. Consequently, it is the consumers that decide what a lovemarks is, and why they go back to repurchasing that brand again, a kind of on-going romance between consumer-brand.  
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Olguín, García Sofía, and Sariego María Fernanda Zamorano. "Brand love: Amor en las marcas de servicios en Chile." Tesis, Universidad de Chile, 2011. http://www.repositorio.uchile.cl/handle/2250/108064.

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Seminario para optar al título de Ingeniero Comercial, Mención Administración<br>Brand Love es un nuevo concepto en marketing, que ha revolucionado la manera de llegar a los consumidores por parte de las empresas, influenciando variables como “Lealtad de marca” y “Compromiso activo”, que resultan ser esenciales en los proyectos y campañas de marketing. Estos estudios se han llevado a cabo en países como Estados Unidos, Australia y sobre todo en Europa, en base a bienes de consumo masivo, sin embargo, en Chile aún no se han estudiado los dimensiones de Brand Love. Este estudio busca principalme
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Le, Minh Thi Hong. "Brand fanaticism: Scale development." Thesis, Queensland University of Technology, 2019. https://eprints.qut.edu.au/130710/1/Minh%20Thi%20Hong_Le_Thesis.pdf.

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This research develops a definition of brand fanaticism, and a valid brand fanaticism scale. Fanatical consumers may not represent the majority of consumers but have a disproportionate impact on the revenue and image of their focal brand. Five studies were conducted to validate the brand fanaticism scale with online survey data. Brand fanaticism captures self-brand connection, brand prominence, obsessive passion, and cognitive rigidity that loyal consumers experience with focal brands. Brand commitment, brand love are antecedents of brand fanaticism which in turn, predicts word-of-mouth, behav
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Omran, Wajdy. "Customer Engagement in Social Media Brand Community A Study of Fast-Food facebook brand pages in Syria." Master's thesis, Escola Superior de Tecnologia e Gestão de Oliveira do Hospital-ESTGOH, 2021. http://hdl.handle.net/10400.26/38572.

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The term "costumer engagment" has grown in importance in recent years to describe cosumers interative experiences with brands. The populaty of that term was boosted by the rapid penetration of social networking sites which facilitated the engagement of consumers through online brand communities. Moreover, Facebook brand pages are widely popular among young consumers due to its rapid adoption in marketing on social media networks.In light of the Syrian conflict, and after the return of stability and safety to most of the Syrian regions, local Fast food Syrian chains found an opportunity to rec
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Fuentes, Mardones Paulina Paz. "Love Brand: — Experiencia de marca a través del diseño de interiores." Tesis, Universidad de Chile, 2009. http://www.repositorio.uchile.cl/handle/2250/100122.

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El presente trabajo busca sentar las bases teóricas de fidelización de los consumidores a través de la intervención de un espacio público o semipúblico que sea de valor en la vida cotidiana de éstos. Se aclaran los conceptos básicos de identidad corporativa y todos sus componentes, para que así sean utilizados durante la investigación con la suficiente especificidad. Se explican por lo tanto los conceptos de identidad corporativa, imagen corporativa, realidad corporativa, marca, branding, etc. Ya que por mucho tiempo estos han sido conceptos que se utilizan sin ninguna diferencia excepto la se
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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.

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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging. In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknow
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Palmroos, Cilla, and Samuel Bengtsson. "LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52784.

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Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. Similar to past marketing techniques used by tobacco companies who targeted women with cigarettes using slogans such as “Torches of Freedom” and the message that smoking makes you slim, marketers are now trying to change consumer perceptions of snus, a
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Sena, Miguel Maurice Nunes Harrington. "You hate what you drink, you love what you don´t." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6286.

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Mestrado em Marketing<br>Although a considerable amount of research into beer consumer behavior has been conducted in several countries, no publicly available such study performed in Portugal has been found. The aim of this research is to understand young consumers' perceptions regarding six brands available in Portuguese retailers and to compare the results with other studies. In this research the author developed a conceptual framework and defined hypotheses, permitting an answer to the purpose of this investigation. Different techniques for collecting data such as surveys and experimentatio
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Corat, Pedro de Bragança. "O esporte, a torcida e o amor: o brand love de brasileiros a seus times." Universidade Nove de Julho, 2016. http://bibliotecatede.uninove.br/handle/tede/1620.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-05-22T16:48:03Z No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5)<br>Made available in DSpace on 2017-05-22T16:48:03Z (GMT). No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5) Previous issue date: 2016-12-16<br>Fans of sports team gets excited, interacts with others fans, buys to show their belonginess on that social group. However not necessarily this actions means that the individual is really a fan, that cele
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Damberg, Emelie, and Rebecca Palm. "Varumärkeslojalitet : en kvalitativ studie med inriktning på konsumenters kärlek och relationer till modevarumärken." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21934.

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Framväxten av flertalet detaljhandelsalternativ har resulterat i att modemarknaden blivit allt mer konkurrensutsatt vilket lämnar konsumenten till oändligt många valmöjligheter. Den föränderliga lojaliteten gentemot varumärken innebär flertalet utmaningar för företag att särskilja sig från mängden och erbjuda konsumenten värde för att därmed ha möjlighet till att upprätthålla en långvarig relation med konsumenten. Under senare tid har det blivit allt mer intressant att undersöka konsumenters ”kärlek” till varumärken och med tiden har begreppet varumärkeskärlek uppstått i forskningssammanhang.
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Costa, Adélia Araújo Marques da. "In the name of brand love: a crosssectional study on brand love antecedents in smartphone brands." Master's thesis, 2021. http://hdl.handle.net/10773/33518.

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In today’s fast-paced and technologically driven world, brands struggle to create long-lasting, profitable, and meaningful relationships with consumers. Brand Love is a recent marketing construct that can be leveraged and promoted to bring about several benefits for both consumers and practitioners. Adding technology to this prospect, it becomes clear that there is an interesting avenue for research regarding Brand Love and smartphone brands. As such, this research aims at studying Brand Love antecedents – namely Online Consumer Brand Engagement and Brand Satisfaction - in the particular con
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Donaldson, Toby Jake. "Brand love & the ideal self: an investigation into anthropomorphic function in brand love relationships." Master's thesis, 2015. http://hdl.handle.net/10071/11579.

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JEL: M300 Marketing and Advertising: General / JEL: M390 Marketing and Advertising: Other<br>Esta investigação centra-se nos tipos de relacionamentos humanos aplicados às marcas através da relação de amor (afeição) à marca. O estudo considera dois grupos em análise: os que consideram ter amor (afeição) à marca e os que não têm. Considerando estes dois grupos comparam-se constructos chave no contexto da relação entre a marca e o consumidor. Apesar de não se terem encontrado diferenças significativas nos constructos chave, em termos demográficos é possível verificar alguns elementos diferen
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Lee, Michael Shyue Wai. "Brands we love to hate : an exploration of brand avoidance /." 2007. http://researchspace.auckland.ac.nz/handle/2292/2556.

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Thesis (PhD--Chemistry)--University of Auckland, 2007.<br>"A thesis submitted in fulfilment of the requirements for the degree of Doctor of Philosophy, The University of Auckland, 2007". Includes bibliographical references (leaves 242-262)
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Wu, Kun-lung, and 吳昆龍. "The Influence of Negative Information about Brand Love, Brand Trust, Brand Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/70493684725916531895.

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碩士<br>國立中央大學<br>資訊管理研究所<br>95<br>Brand name recognition and loyalty or ‘branding’ is at the core of marketing. In a competitive market the consumer will have many similar products from which to choose. The only way to win the customer is to enhance the brand image in the customer’s mind. For example some Taiwan consumers still love Apple and SONY products, although Apple’s “Product Service” is almost nonexistent and SONY’s products are always high priced. These are examples of successful brand love. If we can understand this brand love, we should be able to help enterprises in Taiwan build suc
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Chen, Hui-Tzu, and 陳慧慈. "Brand Love, the Priority of Loyalty." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/44059365782940536157.

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碩士<br>國立臺北大學<br>企業管理學系<br>101<br>Customer satisfaction is a significant keystone for firms to retain its customer relationship. To facilitate the customer sense of brand love is becoming an effective strategy for many companies to build brand equity especially in facing the fiercely competitive environment today. Prior studies indicate that company will have higher customers’ satisfaction, trust and loyalty in terms of customer’s brand love. This study will use Taiwan IKEA as an example to explore the relationships among customer perceived value, customer satisfaction, brand love, word of mout
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Yang, I.-Jye, and 楊翌婕. "The relationships among Brand Image, Brand Equity and Brand Licensing-Brand Love as the Moderator." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8yj6qx.

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碩士<br>國立臺北商業大學<br>商學研究所<br>103<br>Franchising industry has been developed in Taiwan for over 30 years. Brand is the most important link in franchising system. To build a good franchising brand is the first step to develop franchisees as well as one of the important considerations when franchisees select franchising systems. Brand building is non-overnight, but must be developed and maintained for a long term through the joint effort between headquarters and franchisees so as to create excellent franchisees brands. This study investigated the relationship among brand image, brand equity and bra
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MAN-CHI, CHAO, and 趙曼岐. "The Antecedents of Brand Love - The Moderating Effects of Brand Trust." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/vxuj6z.

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碩士<br>東海大學<br>企業管理學系碩士班<br>101<br>Some researches of the brand and consumers have often suggested that the customer’s satisfaction only satisfy the specific consumer’s expectations and that could not build an important relationship between the brand and consumers. It not only need to makes consumers to link "brand love", but also make an important emotional link with the brand. This kind of connection can maintain the long term relationship between brand and consumers. The purpose of this study is to investigate the antecedents and of brand love, including the affect of three types brand resou
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Noba, Jumpei, and 野場惇平. "Country of Origin Image, Trust in the Brand, and Brand Love." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/11745149301435922044.

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碩士<br>東海大學<br>國際經營與貿易學系<br>105<br>The purpose of this thesis is to understand the relationships among country-of-origin image, perceived value, perceived risk, perceived quality, brand trust and brand love. This study investigates the correlation between perceived value, perceived risk and perceived quality from the side of consumer attitudes toward country-of-origin image. Furthermore, this study investigates the relationship between these variables and brand trust, thus, brand love. The results of this study have shown that country-of-origin image would have a positive effect on both perceiv
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Chen, Ming-Yu, and 陳明裕. "The Relationships among Brand Image, Brand Love, and Brand Loyalty –An example of iPhone." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/2v2umg.

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碩士<br>淡江大學<br>企業管理學系碩士在職專班<br>101<br>In recent years, the research for brand fancy shows that if it would like to make consumers loving, dependence and loyalty behavior for specific brand, the primarily way is required enthusiasm for the brand and produce brand of love and attachment. Recently, smart phones have gradually replaced the traditional phone. Apple iPhone is the only one brand of all smartphones to trigger a global phenomenon of selling like hotcakes whenever having a new generation iPhone. Most of contemporary society research has rarely focusing on young consumer group. Consumptio
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Gonçalves, Sara Martins. "The impact of celebrities vs youtubers on brand trust, brand love and brand loyalty." Master's thesis, 2019. http://hdl.handle.net/10071/19161.

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Social media took over the past years and nowadays consumers are more exposed to wider information. This grows provided not only for brands a new way to interact with their consumers and impact their engagement, consumer’s retention and brand loyalty, but also, abled individuals to acquire large audiences of several people on these platforms, creating a new phenomenon called influencers, who reached fame through online media usage. Therefore, the concept of celebrity has changed slightly in the last years, celebrities nowadays are not only actors, athletes or models, it can also be Bloggers, I
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Stefuryn, Maryana. "Antecedentes do brand love nas redes sociais." Master's thesis, 2018. http://hdl.handle.net/10316/84454.

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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia<br>Estamos perante a era do mundo digital, em que as novas plataformas tecnológicas revolucionaram o marketing, oferecendo novas formas de atingir, informar, envolver, vender, aprender e prestar serviços aos consumidores, levando os profissionais do marketing a procurar novas formas e estratégias de criar uma ligação entre o consumidor e as empresas através destas novas plataformas digitais. Atualmente, o marketing e a internet movem-se conjuntamente em volta do consumidor, conferindo-lhe cada vez mais informação. Surge,
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Hsu, Ren-Min, and 徐任民. "The Determinants and Outcomes of Brand Love." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/22719829181607440835.

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碩士<br>嶺東科技大學<br>行銷與流通管理研究所<br>101<br>Brand love is not yet mature in academic research. If enterprise can successfully build brand love to consumer, then it would be a strong bond of lasting relationship with consumer. The aim of study posits brand experience whether or not can affect brand love. Whether or not brand love can affect word of mouth and brand loyalty, respectively. We collected 311 questionnaires used the sample of smartphone’s customers; meanwhile, 302 questionnaires were valid for data analysis. We applied structural equation model to analyze the relationships among brand exper
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Sousa, Ana Rita Martins de. "The impact of brand love in building brand loyalty among young consumers." Master's thesis, 2017. https://repositorio-aberto.up.pt/handle/10216/108647.

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YAN, PEI-YU, and 顏珮宇. "Understanding the Effects of Celebrity Worship on Brand Love and Brand Loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/83124150624591999660.

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碩士<br>輔仁大學<br>餐旅管理學系碩士班<br>105<br>The choice of a celebrity endorser for a brand is an important topic in advertising and marketing. Companies spend considerable time and effort resources to find the right celebrity to represent a given organization. The current research proposes a model that postulates how celebrity worship leads to brand love that, in turn, affects brand loyalty. Likert 5-point scales were employed to assess celebrity worship, brand love, and brand loyalty. SPSS18.0 and Amos18.0 were performed for testing the hypotheses. A total of 384 valid questionnares was collected. The
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Sousa, Ana Rita Martins de. "The impact of brand love in building brand loyalty among young consumers." Dissertação, 2017. https://repositorio-aberto.up.pt/handle/10216/108647.

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Ou, Shu-Chi, and 歐淑琦. "The Infuence of Brand Experiences Brand Identification and Brand Love on Brand Loyalty- A Study on AstraZeneca Pharmacy." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/6799rn.

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碩士<br>國立高雄應用科技大學<br>企業管理系碩士在職專班<br>102<br>"Brand loyalty" is one of the key essential factors for enterprise surviving. When the company faces a lot of fierce competition, the brand loyalty would become more important. There are some issues discussed by companies to keep customer and reduce customer loss. Thus, this research will discuss the influence of brand experiences, brand identification and brand love on a brand loyalty in pharmaceutical industry. We assigned and sampled the research subjects who are physicians from Kaohsiung city and Pinton County general practitioners of internal med
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Gil, Inês Filipa de Oliveira. "Brand Love: avaliação de medidas biométricas e psicométricas." Master's thesis, 2017. http://hdl.handle.net/10400.26/19619.

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"O amor é o que nos une – seja a pessoas ou a objetos. Na verdade, os consumidores podem sentir-se emocionalmente ligados pelas marcas e, por consequência, construírem relacionamentos profundos e duradouros. Podem também ser promotores de vagas de passa-a-palavra e de recomendação da marca. Sendo um sentimento especial, o brand love é o tema que impulsiona a presente dissertação que se situa no campo científico das ciências do consumo e dos processos de branding. O estudo procura aliar uma técnica de neuromarketing, biometria, juntamente com medidas psicométricas de brand love, com o objetivo
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Coelho, Ana Margarida Junqueira da Silva. "Brand love : a importância da gestão de marcas." Master's thesis, 2015. http://hdl.handle.net/11067/2593.

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Exame público realizado a 29 de Outubro de 2015<br>Dissertação de mestrado em Gestão, Universidade Lusíada, Porto, 2015<br>As marcas desempenham um papel de relevo a nível da identificação dos produtos e das empresas, sucedendo que as marcas realmente fortes acabam muitas vezes por se suplantar ao próprio nome da empresa. As marcas possuem um valor tanto a nível percetual, como um valor económico para as empresas, sendo portanto fundamental a sua boa gestão e valorização. Não chega acrescentar valor aos produtos ou serviços, a marca deve ser reflexo desse valor, contribuindo para que o consum
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Santos, Joana Fonseca dos. "Exploring the impact of "massclusivity" campaigns on brand love through online brand communities." Master's thesis, 2018. http://hdl.handle.net/10071/18255.

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The current dissertation aims to understand the impact of the development of Massclusivity (massive and exclusive) campaigns or product ranges on the brand love of online brand communities. Having in mind the topic defined, this research comprises the analysis of the meaning and perception of luxury; the marketplace associated to it – with a focus on the fashion consumption segment -; and the impact of the trends such as digital luxury and Massclusivity. In order to understand the dynamics of the selected market, this investigation is based on core of relationship marketing concepts, bra
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LEE, MENG-JOU, and 李孟柔. "“Do you love brand?”-The Congruence between Customer Self-concept and Brand Image." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k2xv94.

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碩士<br>國立臺北大學<br>企業管理學系<br>106<br>Firms build up customers’ special affection toward their brand by using the connection between brand image and customer self-concept and then generate brand love, positive word of mouth and brand loyalty. This study is to use the case of apparel industry, with the method of ZMET, to figure out different connections of brand image and customer self-concept between customers who have brand love and who don’t, also finding out the factors that build up positive word of mouth and brand loyalty. The result shows that the consistency between brand image and customer
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TSENG, FU-MIN, and 曾富敏. "A Study on the Relationships among Brand Benefits, Brand Love and Brand Loyalty: An Evidence from Smartphones." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/p7487g.

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碩士<br>大葉大學<br>企業管理學系碩士班<br>105<br>This study examines the effect of brand benefits on brand loyalty and further explores the mediating role of brand love in the relationship between brand benefits and brand loyalty. Multiple regression analysis is applied to study these relationships among brand benefits, brand love and brand loyalty. We collected 362 smartphone customers through a convenience sampling method. Empirical results show that brand benefits have significantly positive effects on brand loyalty and brand love. Moreover, there is a significantly positive influence of brand love on bra
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Câmara, Laura Gonçalves da. "Make Sephora a love brand for the younger segment." Master's thesis, 2013. http://hdl.handle.net/10362/21476.

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陳瀅方. "Alishan Attachment：Destination Brand Love, Place Attachment and Destination Loyalty." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/354cz7.

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碩士<br>國立嘉義大學<br>行銷與觀光管理學系研究所<br>106<br>In tourism market, establishing a destination brand is conducive to the operation management of the destination, and having loyal visitors is pivotal to the competitive advantages.The purposes of the present study were to examine the relationship among tourists’ destination brand love, place attachment, and destination loyalty. Besides that we test the mediate effect of place attachment. This study builds a model and hypothesis according to literatures, and also collects 424 valid questionnaires from Alishan tourists. Hierarchical structural equation mode
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FANG, SHU-SHIUAN, and 方書暄. "A Study of Travelers' Brand Love in Tourism Destination." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/vswzj6.

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碩士<br>景文科技大學<br>旅遊管理系觀光與餐旅管理碩士班<br>106<br>In recent years, with the increase of national income, the pressure of work and life also increased. Therefore, people have gradually begun to attach importance to leisure life beyond their work. The pro-pose of this study are: to understand travelers’ perspective of the destination image, brand love ,and behavior intention in Taiwan; to explore the relationship among destination image, brand love, and behavior intention; and to explore the impacts of demographics on the destination image, brand love, and behavior intention.In this study, 514 valid sur
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Pei-Tzu, Chan, and 詹佩慈. "A Influence of Brand Community and Brand Community Love on Brand Community Loyalty: The Case Study of Pharmacy." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/23676r.

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碩士<br>國立臺北商業大學<br>商學研究所<br>103<br>In this consumer-driven market environment, many enterprises focus on the consumer experience and feelings or emotional factors. Thus, making the concept of Brand Love emerge to meet a historic destiny. That is to provide a new perspective for marketing or consumer behavior research. In addition, establishing Brand Community is also the important of marketing communication channels for enterprises about the pursuit of market of visibility and influence. In summary, Brand Love is the core of generating the long-term link for relationships between enterprises an
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Jing, Yuan. "How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement." Master's thesis, 2019. http://hdl.handle.net/10071/19171.

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In recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making. Existing research show that customer experience has importance impa
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CHANG, CHIA-YU, and 張家瑜. "A Study on the Impacts of Green Brand Perceived Value and Green Brand Love on Green Brand Equity." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/gpg97c.

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碩士<br>中國文化大學<br>全球品牌與行銷碩士在職學位學程<br>106<br>The rapid development of industry and economy has caused the serious problems of depletion of energy and global warming. Thus, the environmental green energy industry has become the main concern in each country. This study uses the green brand of Panasonic Taiwan as an example to investigate the relationships among green brand perceived value, green brand love, and green brand equity. Specifically, this study examines the influence of green brand perceived value on green brand love, which in turn influences green brand equity. In this study, the green
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Silva, Thrayss Karyninne da. "Antecedentes e consequências do Amor à Marca: Um estudo Empírico da Marca Dove." Master's thesis, 2017. http://hdl.handle.net/10316/82711.

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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia<br>A dissertação a ser apresentada, tem como temática central o Amor à Marca. A intenção foi de realizar um estudo que pudesse esclarecer e explorar as variáveis que levam os consumidores a manifestarem este sentimento, e as consequências que esta relação de amor desenvolvida com o consumidor traz para a marca Dove. Foram aplicados inquéritos com 291 indivíduos com mais de 18 anos, de ambos os sexos e de nacionalidade brasileira e portuguesa.A realização deste estudo justifica-se pela escassez de pesquisas realizadas acer
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Pontinha, Vasco Miguel Vieira da Silva Rodrigues. "Love me do, love me don't : factor drivers, development and consequences of brand love : a comparison between Portugal and the USA." Master's thesis, 2016. http://hdl.handle.net/10400.14/22064.

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Os consumidores referem-se muitas vezes às suas marcas favoritas como marcas que amam e o amor é, como alguém diria, a única coisa de que necessitamos. Assim, gestores e investigadores apressaram-se a cunhar o termo “brand love”. Hoje, esse conceito é utilizado como um termo holístico que se encontra ligado a emoções intensas o que, combinado com atitudes como intenção de compra e experiência de utilização, conduzem a comportamentos positivos. Ainda assim, este termo valioso permanece por se tornar num constructo estabelecido e consensual. Adicionalmente, o estado-da-arte atual do conhe
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Tsou, Chi-Hong, and 鄒季翃. "The Impact of Brand Love, Brand experience and Brand Community Identity on Brand Loyalty and Repurchase Intention - A case study of Smartphones." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/zkss3e.

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碩士<br>健行科技大學<br>企業管理系碩士班<br>103<br>According to the developed of international community, people shared their consumer experience by international or word of mouth. The information rapid admits by people, be the strong influence non-commercial propaganda. In recent years, the industry of smart phone becoming the leader of global IT industry. When the consumers buy or repurchase also to depends on the information of consumer experience in the internet to review their will. Over the past literature usually focus on the will of first buying. The most important contribution of this study is the in
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LIN, YU-HO, and 林育禾. "The Influence of Fast Fashion Brand Engagement and Brand Identification on Word Of Mouth — The Mediation of Brand Commitment and Brand Love." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/t87w6q.

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碩士<br>國立高雄科技大學<br>行銷與流通管理系<br>107<br>Fast Fashion brands have always been loved by the consumers in Taiwan. In recent years, these brands have evolved from physical to online stores, combining the popular topics of online red, fashion bloggers and fashion designers, to attract consumers to use brand apps. In order to enhance competitiveness, Fast Fashion brands also increase the interaction opportunities between consumers and brands and the identification of brands through different ways. This study refers to the discussion of Fast Fashion industry, with Consumer Brand Engagement and Brand Ide
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Liang, Pei-Yu, and 梁珮毓. "The Study on Brand Experience, Brand Love and Loyalty: Fast-Food Industry as an Example." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/gj8356.

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碩士<br>國立東華大學<br>企業管理學系<br>104<br>Abstract Title of Thesis: The Study on Brand Experience, Brand Love and Loyalty: Fast-Food Industry as an Example Number of Pages: 142 Graduate School and University: Graduate School of Business Administration, National Dong- Hwa University. Category of Abstract and Graduation Time: Thesis for Master Degree, The Second Semester, and 2016 Academic Year. Name of Student: Pei-Yu Liang Adviser: Dr. Cedric Hsi-Jui Wu Abstract: In the previous of brand research, very few researchers have put the focus on the brand love on its own fast-food industry area. In this stud
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Chang, Yung-Han, and 張詠涵. "A Study of The Relationship between Brand Image and Brand Extensions Performance-Using Brand Love as A Moderating Variable." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/00055440029985378787.

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碩士<br>大葉大學<br>企業管理學系碩士班<br>101<br>The possibility of successfully entering the market for the new products is getting lower and lower. Using brand extension as a way to enter the market, therefore, becomes an important market entrance strategy for the new products. Brand extension or brand stretching is a marketing strategy in which a firm marketing a brand new product, an improved product, or a product-line extension with a well-developed image uses the same brand name in a different product category. Most researchers believe that among factors that will influence the success of brand extensi
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Garcês, Alexandra da Silva Carrilho Bandeira. "Marketing tribal, a relação da cultura e o brand love." Master's thesis, 2016. http://hdl.handle.net/10400.26/17632.

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Este projecto tem como objectivo verificar quais são os valores culturais que mais se identificam com as tribos e se o brand love de uma marca é diferente entre elementos de uma tribo e não tribo, concretamente da Apple e Samsung em Portugal. Para concretizar o projecto são utilizadas metodologias validades na literatura como o modelo de Valores Sócio Culturais de Hofstede et al. (1990), Brand Love Scales de Rick Bagozzi, Rajeev Batra e Aaron Ahuvia (2012), e Tribos (Godin, 2008; Cova e Cova, 2002; Konzinets, 1999; Richardson, 2013). Os dados foram analisados aplicando a regressão logística, t
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Meira, Carolina de Araújo Coder. "A relação entre branding emocional e brand love: caso RFM." Master's thesis, 2020. http://hdl.handle.net/10400.26/35249.

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As estações de rádio são marcas que trabalham com foco em estratégias de marketing. O objetivo da presente investigação é entender a relação entre branding emocional e brand love, utilizando a marca RFM para o estudo. Deste modo, é feita a relação entre as ferramentas de branding emocional e a consideração de brand love da RFM, fundamentada na opinião dos seus consumidores. Para a realização deste estudo é estruturado um inquérito com base em dois modelos já existentes: (1) emotional branding scale (2) multi-factor brand love scale. Posteriormente, são feitos testes que
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Las, Casas Paula Natália Guimarães Ferreira Alves da Costa e. "Brand love e marcas de luxo : a percepção dos consumidores." Master's thesis, 2014. http://hdl.handle.net/11067/1969.

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Exame público realizado em 19 Dezembro 2014.<br>Dissertação de mestrado realizada no âmbito do Mestrado em Gestão.<br>A utilização do conceito de “Brand Love é relativamente recente na explicação do comportamento do consumidor. Contudo é pertinente pensar que um consumidor que estabeleça um relacionamento forte com uma marca sofra influencia no seu comportamento, particularmente ao nível de lealdade, passa-a-palavra e disponibilidade de pagar um preço superior pela marca pela qual sente “amor”. A ligação emocional com a marca leva a resultados similares aos dos objectos amados, o que por sua v
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