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Bogoviyeva, Elmira. "Brand development : the effects of customer brand co-creation on self-brand connection /." Full text available from ProQuest UM Digital Dissertations, 2009. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1913274761&SrchMode=1&sid=6&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1278441387&clientId=22256.
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Thesis (Ph.D.)--University of Mississippi, 2009.Typescript. Vita. "August 14, 2009." Committee chairperson: Dr. Charles H. Noble Includes bibliographical references (leaves 128-134). Also available online via ProQuest to authorized users.
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Tan, T. M. (Teck Ming). "Humanizing brands:the investigation of brand favorability, brand betrayal, temporal focus, and temporal distance." Doctoral thesis, Oulun yliopisto, 2018. http://urn.fi/urn:isbn:9789526219318.
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Abstract Humanizing brands is an essential domain of current branding as it enhances the visibility of a brand by connecting consumers to the brand, thus contributing to strong brand equity. The term humanize used in this dissertation is not limited to brands with anthropomorphic characters, such as the M&M’s characters. Used in this context, the term also includes the ways in which consumers attribute a brand to be “close to me,” “like me,” and a “partner.” Although the research of customer-based brand equity has been well-documented over the past twenty-five years, limited attention has been given to examining the differential effect of brand favorability in forming a self-brand connection. Even more scarce are studies on the antecedents and indicators of brand betrayal. Further, up-to-date research is mostly silent as to whether temporal focus and temporal distance influence a brand’s ability to serve as a means of reflecting the consumer’s selves. To fill up these research gaps, this dissertation reports four research articles. More than two thousand samples were collected from Finland, India, and the US to examine the conceptual frameworks. First, this dissertation contributes to the literature on self-brand connection by articulating the effect of self-presentation by brand on self-brand connection. Second, it contributes to the literature of self-congruence, seen from the temporal perspective. Third, it adds to the brand betrayal literature by examining consumer anthropomorphize tendency and actual high-arousal positive states as the antecedents. It further explains the indicators of brand betrayal, consisting of failure severity and inferred negative motive. In term of managerial implications, the findings contribute to (1) the one-on-one marketing approach to branding, (2) incorporating consumer’s selves into branding considerations, and (3) assessing brand betrayal in a negative brand relationshipTiivistelmä Brändien inhimillistäminen on keskeinen alue vallitsevassa brändien tutkimuksessa, sillä inhimillistämällä lisätään brändin näkyvyyttä kytkemällä kuluttajat brändiin, mikä osaltaan vahvistaa brändipääomaa. Tässä väitöskirjassa käytetty termi inhimillistäminen ei rajoitu vain brändeihin, jotka käyttävät antropomorfisia hahmoja kuten M&M:n hahmot. Tässä yhteydessä termiin sisältyy myös keinoja, joita hyödyntämällä kuluttajat tuntevat brändin olevan ”lähellä minua”, ”kuten minä” ja ”kumppani”. Vaikka asiakaslähtöisen brändipääoman tutkimusta on tehty paljon viimeisen 25 vuoden aikana, vain vähän huomiota on saanut brändien suosimisen vaikutus kuluttajan minän ja brändin välisen yhteyden muodostukseen. Vielä vähemmän tutkimusta on tehty brändien pettämisen syistä ja indikaattoreista. Lisäksi olemassa oleva tutkimus ei ota juurikaan kantaa siihen, vaikuttavatko ajallinen fokus ja ajallinen etäisyys brändin kykyyn heijastaa kuluttajien minää. Näiden tutkimusaukkojen täyttämiseksi väitöskirja esittelee neljän tutkimusartikkelin tuloksia. Käsitteellisten viitekehysten testaamista varten kerättiin yli 2 000 vastaajan aineisto kolmesta eri maasta. Ensinnäkin, tämä väitöskirja edistää kuluttajan minä-brändisuhteeseen liittyvää tutkimusta kuvaamalla brändin itse-presentaation vaikutusta minä-brändisuhteeseen. Toiseksi, tämä väitöskirja kontribuoi minä-kongruenssiin liittyvään kirjallisuuteen ajallisesta näkökulmasta tarkasteltuna. Kolmanneksi, tämä väitöskirja edistää brändien pettämiseen liittyvää kirjallisuutta tutkimalla kuluttajan taipumusta antropomorfisointiin ja toteutuneita korkean innostuneisuuden tiloja. Tutkimus myös selittää brändien pettämisen indikaattoreita, jotka koostuvat epäonnistumisen vakavuudesta ja brändin negatiivisesta motiivista. Liikkeenjohdollisina päätelminä tulokset ehdottavat (1) yhdeltä yhdelle markkinointia brändäykseen, (2) kuluttajan minän sisällyttämistä brändäyskysymyksiin, ja (3) brändin pettämisen arviointia negatiivisessa brändisuhteessa
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DellaBruna, Sylvie, and Beata Edlund. "Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49010.
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Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change in the marketing environment firms have moved towards utilizing social media influencers and brand co-creation activities to drive the level to which customers connect their self-concepts with the brand. Purpose: The purpose of this thesis is to explore the unique ways in which NA-KD uses their influencer marketing strategy and brand co-creation activities to drive the social identities of their customers and to create a model that visualizes this process. Method: An exploratory study has been conducted by the authors to investigate the influencer marketing and brand co-creation activities of the firm as to address the purpose of this paper. A single case study was performed where NA-KD was the primary subject of research. Semi-structured interviews with key employees working within marketing, collaborations and content creation was the primary source of data collection. Conclusion: The empirical findings demonstrated the processes which employees at NA-KD created to develop their influencer marketing and brand co-creation strategies. The findings showed that the social identities of customers in an influencer-born firm are able to be directed through the activities within influencer marketing and brand co-creation. From these findings a conceptual model representing the process and management of social identity direction and producer-consumer relationship formation. This process includes influencer marketing, brand co-creation and brand experience, managed by methods of CRM and circle mapping to allow for self-brand connections and continued firm growth to occur.
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Qader, Muhammad Zeeshan. "The role of globalization, embarrassment, self-brand connection on attitude towards sex appeal in advertising : the case of Muslim women." Thesis, Aix-Marseille, 2014. http://www.theses.fr/2014AIXM1037.
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Cette thèse propose des réponses aux questions qui font l'objet des préoccupation et des intérêts des gestionnaires de marques occidentales mondiales qui veulent s'assurer que leurs produits ne sont pas boycotté par les populations locales dans les pays arabes ou musulmans . Une expansion mondiale de ce phénomène a été vue dans la révolution sexuelle des années 1960 et par conséquent reflétée dans la publicité de l'époque à la télévision, radio, presse écrite et panneaux publicitaires. Malgré son utilisation répandue, il existe cependant certaines conséquences sociales et éthiques ainsi que nous assistons à une hausse des critiques de la part des consommateurs, des groupes religieux et des associations de parents, en particulier dans le monde arabo-musulman. Pourtant, son utilisation et les ramifications sur les musulmans, un segment de plus de 2 milliard de consommateurs reste largement négligé. On peut faire valoir que l'utilisation de sex-appeal dans la publicité peut offenser et même chasser les consommateurs qui considèrent les thèmes occidentaux et les modèles de rôles de genre en conflit direct avec leur culture locale. Afin de comprendre le processus de prise de décision complexe derrière ce phénomène, une recherche minutieuse est nécessaire pour développer une approche multidimensionnelle en tenant compte de toutes ces constructions. Bien qu'il n'est pas contraire à la loi dans la plupart des pays musulmans d'utiliser du matériel sexuellement explicite dans la publicité, les annonceurs doivent être las des répercussions du nationalisme croissant et la ferveur religieuse dans les pays musulmansThere is a greater emphasis on the need to explore the use of sexual content due to globalization and the resulting standardization of advertising content. In our effort to bridge the gap identified by several prominent academicians and practitioners, we endeavored to examine how Muslim women respond to sex appeal in print advertising. The choice of using print ads in our study was due to it being more frequently used and in a more explicit fashion. Our research takes a mix-method (qualitative and quantitative) approach, allowing us to begin with an exploratory phase (qualitative) to identify themes that are associated with sex appeal in the minds of Muslim women. We started off with in-depth interviews in Morocco, Turkey and UAE, providing us with 100 interviews overall. On this basis we formed a conceptual model with globalization, self-brand connection and embarrassment as the independent variables. Religious conviction served as a moderator in the relationship between globalization and attitude towards the ad. We also looked at how these factors influence purchase intention. We provide all the results from Morocco and UAE which show that both globalization and self-brand connection have a significant positive relationship with attitude towards the ad. While embarrassment was found to have a significant negative relationship with attitude towards an ad with sex appeal. We also found compelling evidence for Muslim women's preference for a European, blonde blue-eyed model over a local Muslim model in sexually suggestive ads. At the end we discuss the possible reasons for our results in the light of existing literature and provide directions for future research
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Jansson, Linnea. "Se målet i backspegeln : En studie i storytelling på Volvo Personvagnar." Thesis, Växjö University, Växjö University, School of Social Sciences, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-5808.
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I den här kandidatuppsatsen undersöks storytelling som kommunikationsform på Volvo Personvagnar. Studien presenterar organisationsberättelser som karaktäriserar företaget samt dess funktioner och betydelser. Vidare lyfter studien fram storytelling som verktyg för att påverka en publiks uppfattningar. Inspiration till ämnet inhämtas från nutida forskare och storytelling relateras till kommunikativa uttryck och meningsskapande.
Studiens empiri består av intervjuer av anställda på Volvo samt pr-konsulter med inblick i företaget. Empirin innefattar även en semiotisk analys av reklamannonser. Målsättningen är att svara på studiens övergripande problem: Hur arbetar Volvo Personvagnar med storytelling som kommunikationsform för att skapa relationer med sina kunder?
Resultatet av studien visar på hur man förhåller sig till storytelling på Volvo, vad man berättar om sig själv samt hur man vill påverka kundernas uppfattning av varumärket. Berättelserna som analyseras i studien beskriver volvoandan, volvokunden, företagsidentiteten och Volvos vilja att förändra varumärket. Vidare analyseras Ycc-projektet, ett initiativ där man aktivt arbetade för att skapa uppmärksamhet och påverka kundernas uppfattningar av varumärket.
Slutligen sätts organisationsberättelserna i ett vidare perspektiv där deras trovärdighet och betydelse diskuteras. Studien argumenterar för vikten av att förvalta de värderingar som man tror på och som man vill att andra ska förknippa med organisationen. Vidare diskuteras den problematik som kan uppstå när man som Volvo vill förändra sitt varumärke.
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Bogicevic, Vanja Bogicevic. "Service Preview Using Virtual Reality: Enhancing Hotel Pre-Experience." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1525358474437145.
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Moraes, Sergio Garrido. "Conexão com a marca ou afinidade com o país? Influências na intenção de compra de marcas dos estados unidos." Associação Escola Superior de Propaganda e Marketing, 2012. http://tede2.espm.br/handle/tede/49.
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Previous issue date: 2012-03-16The purpose of this study is to assess what would have greater impact on purchase intention of products from one country: those aspects of the country, widely researched topic in international marketing, or those aspects of the brand, whose relevance has been pointed out by authors as Samiee, Usunier and Diamantopoulos, sometimes to the detriment of the very concept of country-of-origin. To achieve this goal, the literature review indicated the constructs of country image and country affinity as relevant to assessing the impact of the country. To assess the impact of the brand, the indicated constructs were brand personality and self-brand connection. These constructs can be classified as predominantly affective (affinity and connection) and cognitive (image and personality). As the country to be evaluated, the United States was chosen because it is the source of most valuable brands in the world, and many of them bring to the construction of their identity aspects of American culture. The selected brands were Apple, Levi's and McDonald's, all of high penetration in the studied segment (youngsters), and in evidence both in the economic and cultural fields (high sales, high value, and trendsetters), as in the academic and political scenario (articles, books, anti-American demonstrations). The methodology consisted of a survey conducted with 367 university students from São Paulo, which is also characterized as the target of the brands studied. Data analysis was performed by using the structural equation model, for which they were tested causal relationships between constructs relating to the country and brand with the purchase intention of these brands. The results showed a greater influence on purchase intention of predominantly affective constructs, and among these, the construct of self-brand connection was especially strong and significant. Constructs studied in traditional marketing such as brand personality and image of the country did not result in significant impacts on purchase intentions. These results, however, may vary in intensity depending on the brand. Thus, the paper concludes by stating that the brand, especially those of high brand-equity, would have greater force in the determination of purchase intent than the constructs for the country. The research, however, cannot be generalized, since investigated a group non representative of the population, but provides evidence that can be expanded in future studies, like the investigation of brands with weak brand-equity, other countries, other segments of market and other product categories.
O objetivo do presente estudo é avaliar o que teria maior impacto na intenção de compra de produtos de um país: os aspectos relativos ao país de origem, tema vastamente pesquisado no marketing internacional, ou os aspectos relativos a marca, cuja relevância vem sendo apontada por autores como Samiee, Usunier e Diamantopoulos, às vezes em detrimento do próprio conceito de efeito país-de-origem. Para atingir esse objetivo, a revisão da literatura indicou como constructos relevantes para avaliar o impacto do país os de imagem de país e afinidade com país; para avaliar o impacto da marca, os constructos foram personalidade de marca e conexão do self com a marca. Esses constructos podem ser classificados como predominantemente afetivos (afinidade e conexão do self) e cognitivos (imagem e personalidade). Como país a ser avaliado, foi escolhido os Estados Unidos, pois é a origem das marcas mais valiosas do mundo, e muitas delas agregam à construção de sua identidade aspectos da cultura americana. As marcas selecionadas foram Apple, Levi s, e McDonald s, todas de alta penetração no segmento estudado (jovens), e em evidência tanto no cenário econômico e cultural (altas vendas, alto valor, formadoras de tendências), quanto acadêmico e político (artigos, livros, manifestações antiamericanas). A metodologia empregada constituiu-se em um survey realizado com 367 estudantes universitários da cidade de São Paulo, que também se caracterizavam como público-alvo das marcas estudadas. O tratamento e a análise dos dados foram realizados mediante o uso do modelo de equações estruturais, pelo qual foram testadas relações de causalidade entre constructos relativos a país e marca com a intenção de compra dessas marcas. Os resultados demonstraram maior influência na intenção de compra dos constructos predominantemente afetivos e, entre estes, o constructo conexão do self com a marca mostrou-se especialmente forte e significativo. Constructos tradicionalmente estudados no marketing, como personalidade de marca e imagem de país não resultaram em impactos significativos na intenção de compra. Esses resultados, no entanto, podem variar de intensidade dependendo da marca. Assim, o trabalho conclui afirmando que a marca, especialmente aquelas de alto brand equity, teria maior força na determinação da intenção de compra do que os constructos relativos a país. A pesquisa, no entanto, não pode ser generalizada, pois investigou um grupo não representativo da população, mas oferece indicativos que podem ser ampliados em novos estudos, como a investigação de marcas de frágil brand-equity, de outros países, de outros segmentos de mercado e de outras categorias de produto.
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Placke, Amber Dale. "I Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Markets." Thesis, The University of Arizona, 2012. http://hdl.handle.net/10150/244488.
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In my thesis, I explore two important marketing entities, self brand connections and brand evaluations. To begin, I show that there are different levels of expertise in a given domain ranging from amateur to expert. This expertise level affects the degree to which consumers develop self brand connections to brands ranging from recreational to elite. In my study, I show that expert consumers develop special relationships with elite brands that recreational runners do not. Even more interesting, I show that consumers of all expertise levels show the same liking for fashion brands as they do professional brands. Therefore, expert runners can say they like a brand and still feel as it that brand does not represent who they are (i.e. high brand evaluation, low self brand connection). My study shows that self brand connection is not an antecedent to brand evaluation.
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Brylla, Konrad. "Self brand connecting communities eine Diplomarbeit über die Bedingungsfaktoren von brand communities am Beispiel der Marke Smart." Saarbrücken VDM Verlag Dr. Müller, 2008. http://d-nb.info/989177300/04.
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Alderstad, Daniel, and Jacob Berglund. "Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298742.
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Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). Nonetheless, research on brand attachment has a strong westernized focus leaving a vast majority of the world's population outside the frame of research, which limits our understanding of how consumers perception of self form emotional attachments to brands across cultures. We address this issue by developing the novel construct of ought self-congruence and test a conceptual model in two large scale studies including 810 respondents from Sweden and South Korea. The results showed similarities as well as unique cultural differences. Brand personalities in line with a consumer's actual self-view yield the strongest positive impact on emotional brand attachment in both cultures. However, an ideal self-congruent brand only showed a positive impact on Swedish consumers or when the self is sculpt independently from others. In contrast, South Koreans formed attachments to global brands that were congruent with an ought self-perception. A consumer's regulatory focus provides a theoretical explanation to the mixed results. Avenues for further research and managerial implications are also proposed.
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Jansson, Karl, and Simon Johansson. "Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-107079.
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Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. Cool brands can be recognized by the attributes extraordinary, aesthetically appealing, energetic, high status, original, authentic, rebellious, subcultural, iconic, and popular. The formation of cool brands and its consequences has been encouraged to be further investigated in prior research. This study incorporates consequences following brand coolness into the value-attitude-behavior model to see the degree of association with increased willingness-to-pay. Purpose: The purpose of this study is to increase the understanding of brand coolness and its impact on the willingness-to-pay through consumers’ values, attitudes and behavior. Methodology: This study uses a quantitative research approach, conducting an online questionnaire with 202 respondents. The data from the questionnaire is then analysed through descriptive statistics, correlation- and bivariate regression analyses. Findings: The main findings of this study is that all of the five measured brand coolness concepts within values, attitudes and behavior have a significant association with increased willingness-to-pay. The study strengthens prior findings in the research area of brand coolness and adds new knowledge regarding the possible order of prioritization when aiming to increase willingness-to-pay. Managerial implications: The results of the study enables to present an order of prioritization for companies to use when aiming to increase the willingness-to-pay through developed brand coolness. In order to maximize the increase of willingness to make a financial sacrifice for the brand the focus should mainly be on increasing brand love and brand attitude, followed by word-of-mouth, status and self-brand connection.
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Harmon, Tracy R. "Essays on multiple identities and motivated consumption : exploring the role of identity centrality on self-brand connections." [Tampa, Fla.] : University of South Florida, 2007. http://purl.fcla.edu/usf/dc/et/SFE0002228.
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Rhode, Ann Kristin. "Customizing or conforming ? : exploring cross-cultural differences in consumers' use of brands to signal self-identities and their implications for self-brand connections and product customization." Thesis, Paris 1, 2018. http://www.theses.fr/2018PA01E079/document.
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Un nombre croissant de recherches indique que les consommateurs utilisent les produits de marque comme outils pour construire et communiquer leur propre identité. Les produits de marque servent de marqueurs de statut et de symboles d’appartenance à un groupe et permettent aux consommateurs de se différencier des autres et d’exprimer leur individualité. Pour créer des marques qui peuvent servir à construire des identités personnelles et pour renforcer le lien entre la marque et le consommateur, il est important que les consommateurs puissent participer au processus de création (co-création). La personnalisation des produits à grande échelle est un outil particulièrement utile pour impliquer les consommateurs dans ce processus qui contribue à augmenter la satisfaction des clients et leur consentement à payer. Cependant, les théories actuelles sur l’utilisation des marques comme marqueurs d’identités personnelles et les théories sur les stratégies visant à renforcer la relation entre la marque et le consommateur ont été élaborées principalement dans un contexte occidental. Le but de cette recherche est donc d’étudier dans quelle mesure les consommateurs d’Asie de l’Est diffèrent, dans leur utilisation des marques comme marqueurs d’identité personnelle, des consommateurs occidentaux. Elle explore également les implications potentielles des différences interculturelles dans la communication des identités personnelles pour la personnalisation des produits et pour la relation entre les marques et les consommateurs. Suite à des études antérieures indiquant que les vêtements et les accessoires de mode sont fréquemment utilisés par les consommateurs pour communiquer leur identité, la présente recherche se concentre sur les produits de mode de marques de luxe et les produits de marques grand public. Conformément à la tradition de la psychologie culturelle, cette thèse part de l’hypothèse que les variations culturelles dans la conception de soi et dans les relations entre l’individu et les autres permettent d’expliquer des différences dans le comportement des consommateurs. Une approche mixte est utilisée pour étudier les différences interculturelles entre des échantillons représentant une culture collectiviste de l’Asie de l’Est (Corée du Sud) et des échantillons représentant une culture individualiste occidentale (Allemagne). Les données quantitatives recueillies au moyen de questionnaires (études 1A et 1B) sont combinées avec les données qualitatives recueillies au moyen d’entretiens semi-structurés en profondeur (études 2A et 2B). Cette recherche apporte de nouveaux éléments concernant les différences interculturelles et permet d'enrichir les théories sur la relation entre la marque et le consommateur et sur l’utilisation des marques comme marqueurs d’identité personnelle. Elle contribue également au courant de recherche émergent sur la personnalisation des produitsA growing body of research indicates that consumers use branded products as tools to construct their self-identity and to communicate their self-identities to others. Besides acting as markers of status and symbols of group membership, branded products allow consumers to differentiate themselves from others and to express individuality. Key to generating identity related brand meaning and to strengthening self-brand connections, is the involvement of the consumer in a co-creation process. Product design customization on a large scale has emerged as a particularly useful tool to involve consumers in the creation process of the brand and to increase their satisfaction and willingness to pay. However, existing theories on the use of brands to signal self-identities as well as strategies for strengthening self-brand connections, such as product design customization, are bound to Western individualistic thinking. The aim of this research is to investigate the extent to which East Asian consumers differ in their use of brands to signal self identities from Western individualistic consumers. In addition, it explores potential implications of cross-cultural differences in the signaling of self-identities for product design customization and self-brand connections. Following prior studies indicating that clothing and fashion accessories are particularly likely to be used by consumers to communicate self-identities, the focus of the present research is laid on fashion products of both luxury brands and high street brands. In line with the tradition of cultural psychology, this thesis draws on the assumption that cultural variations in self construal and in self-other relationships lead to differences in consumer behavior. A mixed methods approach is taken to investigate cross-cultural differences between samples representing an East Asian collectivistic culture (South Korea) and samples representing a Western individualistic culture (Germany). Specifically, quantitative data collected through surveys (studies1A and 1B) are combined with qualitative data collected through semi-structured in-depth interviews (studies 2A and 2B). This research provides novel, cross-cultural insights relevant to existing the orizing on consumer-brand relationships and on consumers’ use of brands as signals of self-identities. It also contributes to the emerging stream of research on product design
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Chen, Yu Ting, and 陳鈺婷. "Emotional Brand Attachments through Connection between Brand Personality and Actual and Ideal Self-Congruence." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/82073389041332957258.
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碩士國立清華大學
科技管理研究所
104
Nowadays, companies are searching for ways to create strong emotional brand connections with consumers, because is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. One-way to accomplish this is to match the brand’s personality with the consumer’s self. Within the self-concept, which summarizes the attitudes and beliefs one holds about oneself, are the actual self-concept (how one perceives oneself) and the ideal self-concept (how one would like to perceive oneself). The self-concept strongly influences consumer behavior in that people prefer products that are congruent to some aspect of the self. Previous research has supported the effectiveness of both aspects of the self-concept in consumer behavior. However, previous studies have not fully explored which consumer’s self is best to target in which type of brand personality to increase emotional brand attachment. The goal of this research is to gain insight into how the effect of actual versus ideal self-congruence on consumers’ emotional brand attachment varies across five dimensions of brand personality. What should marketers sharp a brand personality related to consumers’ ideal self, and what should they build to fit the actual self of consumers. We used Aaker’s five dimension of brand personality for the moderator effect of this study. The results show that brand with “sincerity, excitement, or competence” personality related to actual self-congruence, and brand with “sophistication or ruggedness” personality related to ideal self-congruence has a stronger effect on emotional brand attachment.
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Huang, Chia-Chi, and 黃家綺. "The impact of interactive aesthetics on self-brand connection: The mediating role of brand experience." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/e8pbmf.
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碩士國立清華大學
科技管理研究所
106
Aesthetics is important when it comes to designing service system or product. The emergence of mobile phone has changed the behavior of people how to use technology. Communication media have already transformed from the computer to the mobile phone that can be easily used at any place and time. Also, the interaction function on the mobile devices like touch, voice-activated provide users a better brand experience through mobile apps interactions. In the emerging field of user experience, the concept of interaction aesthetic generally applies on apps aesthetic design. Moreover, although aesthetics has received great attentions, research on the relationship between aesthetics and brand experiences is relatively sparse. It is acknowledged that past aesthetics literatures mostly focused on the discussions of visual design, the goal of this study seeks to investigate the gap between aesthetics and customer brand connection by applying interactive aesthetics literature to the domain of consumers’ brand experience. After reviewing literatures, this study consists of introducing three aesthetic interaction qualities, or concepts that are intended to be used for addressing the notion of aesthetics of interaction, which are pliability, dramaturgical structure and fluency. To further know how interactive aesthetics perceptions influence consumer’s brand experience and self-brand connection, we used Brakus’s four dimensions of brand experience for the mediator effect of this study. The results show that three dimensions of interactive aesthetics (pliability, dramaturgical structure and fluency,) have significant impact on each dimensions of brand experience, also proves that brand experience have significant impact on users’ self-brand connection.
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Cheong, I.-Man, and 張伊汶. "The Impact of Crisis Perception on Brand Trust-The Moderating Role of Self-Brand Connection and Perception of Self- Relevance." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/h4b8a6.
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碩士世新大學
公共關係暨廣告學研究所(含碩專班)
103
Over the past few decades, the frequency of brand crisis has increased. Consumers roundly encounter negative message about brands, including traditional brand, non-profit organization, educational institution etc. The rumors or factual negative information arising from crisis not only harm the reputation of organization, but also harms the trust and confidence that consumers place in brands. Furthermore, if the consumer trust is broken, the process of repairing trust maybe more difficult than building trust initially. Thus, understanding how publics perceive and react to crisis is crucial to successful crisis management, and the crisis managers should consider protecting consumer trust during crisis in the first place. The purpose of this study is twofold. First, exploring the impact of public’s crisis perception on brand belief and brand trust. Second, identifying the influence factors of publics’ crisis perception, and the interactions effect of self-brand connection and perception of self-relevance. A survey study was conducted and analyzed on a sample of 315 university students. Multiple hierarchical regression techniques were applied to examine the relationship among self-brand connection, perception of self-relevance, perception of crisis severity, perception of crisis responsibility, brand belief and brand trust. According to research results, it indicates when publics attribute more crisis responsibility to brand, will lead to the formation of negative belief and decrease of trust. Bedsides, the statistics shows an interaction effects exist between self-brand connection and perception of self-relevance on perception of crisis severity.
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Chou, Yi-Jo, and 周以若. "The Impact of Self-Brand Connection on Product Attitude and Perception Risk." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/jzx35r.
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碩士元智大學
管理碩士在職專班
106
The endless food safety events would impact consumer’s perception risk, and further impact the consumer’s attitude and purchase intention toward the food products. This research will take the packaged food as example to explore the relevance between the strength of consumer’s self-brand connection and the consumer’s perception risk, product attitude, and purchase intention to the food product. As the result of the research, using the consumer’s name as self-brand connection is the most effective way to lower consumer’s perception risk on the product. At the same time, it would raise customer’s product attitude and purchase intention. On the other hand, using the second person pronoun, you, as self-brand connection would have the least significant effect on reducing customer’s perception risk on the product, or on raising product attitude and purchase intention. Therefore, it would be advised that businesses use customers’ names or friend-relevant titles to enhance consumers’ self-brand connection, further, to impact customer’s perception risk, product attitude, and purchase intention, and then achieve the goal of raising the competitiveness and attractiveness of the product and stabilizing the sales.
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Hou, Jian-Ren, and 侯建任. "Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/u6b72t.
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碩士國立高雄大學
資訊管理學系碩士班
101
To consolidate the market status of their preferred brand, members of a brand community may express negative views or even exhibit adversarial behavior towards opposing brands. Such sentiment is known as oppositional brand loyalty. Studies of oppositional brand loyalty are still under exploratory, further studies are needed. This study bases on social identity theory to verify the effects of brand commitment and self-brand connection on oppositional brand loyalty. Using a sample of online car communities in Taiwan, we collected 232 valid samples and the data are analyzed using structural equation modeling (SEM). The analytical results show that members with brand community identification will induce their brand identification. Brand identification positively influences brand commitment and self-brand connection, in turn leading to oppositional brand loyalty. Based on the analytical results, this study provides practical implications of strategies to enterprises for online brand community operations.
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Gover, Natalie Marie. "The roles of time investment on Twitter with brand relationship quality and brand attachment." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-12-4765.
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Given its ever-increasing popularity, marketers are keen on exploring the benefits of using Twitter to create branded relationships with consumers. Central to the idea of consumer-brand relationships is the concept of commitment, which requires investment of direct resources, such as time, on the part of the consumer. The present research examines the relationship between time spent per login on Twitter and consumer-brand relationships through the constructs of brand relationship quality and brand attachment. Brand relationship quality is considered using four measures: enrichment, satisfaction, harmony, and trustworthiness. The concept of brand attachment is divided into measures of brand-self connection and brand prominence. Despite marketers’ efforts to keep consumers on Twitter for longer periods of time, results from this study were inconclusive, showing signs of little to no correlation between time and the tested variables. However, due to the limitations of this study, future research is necessary to improve the statistical quality of the findings.text
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Wei, Mei-Ling. "The influence of persuasion knowledge on consumer response to brands : the roles of reactance, brand familiarity and self-brand connection /." 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:NR46022.
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Thesis (Ph.D.)--York University, 2006. Graduate Programme in Administrative Studies.Typescript. Includes bibliographical references (leaves 102-116). Also available on the Internet. MODE OF ACCESS via web browser by entering the following URL: http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:NR46022
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Eddie, Yi-Chun Huang. "The Connection between Self-concept and Brand Personality: A Study on High School and University Students." 2006. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0002-1207200613023800.
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Huang, Eddie Yi-Chun, and 黃逸群. "The Connection between Self-concept and Brand Personality: A Study on High School and University Students." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/11692508260068308545.
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碩士淡江大學
企業管理學系碩士班
94
People have long been using brands to create and communicate their self-concepts. There are numerous work studied and investigated among adult consumers. We know very little about how brands are defined and expressed in high school and university students. In this thesis, I will examine how self-concept and brand personality can have influences on decision making among high school and university students, whether brands form self-concept through possession or self-concept lead to purchase of brands through possession.
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Hsieh, Hsiao-hsien, and 謝曉弦. "The Factors Influencing Facebook Page Consumers' Repurchase Intention—The Perspectives of Perceived Value and Self-Brand Connection." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/eqnxfy.
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碩士國立高雄大學
資訊管理學系碩士班
103
With the change of shopping habits and the convenience brought by the Internet, users are able to survey more information for specific brand or product through Internet platforms before buying it. In addition, social media has become a major source for customers to get information because of its instantaneity comparing to traditional media. Among the social media platforms, Facebook is the most common of its kind. Its “Fan Page” or “Page” has become an important marketing channel for companies. Having positive customer satisfaction for its brand is the key to success for an e-commerce business. Therefore, many companies put emphasis on Page’s operation in order to make the corporate image easy to be identified, establish strong connection with customers, create real-time, effective and customized messages, and finally, attract more potential customers. An issue worth discussing is whether it is possible to increase consumer willingness to buy products or repurchase intention, and thus enhance corporate profits through running business page. While consumers joining specific enterprise/brand page are usually motivated by certain incentives (e.g. to get coupon or to generate more conversation topics regarding product information with friends, etc.), companies could turns these incentives into business value with the use of the page. Therefore, this study aims to investigate the roles of perceived value and self-brand connections of followers of the pages in the relationship between repurchase intention and fan page satisfaction. Questionnaires, in this study, were distributed to users who have followed at least one enterprise/brand page. 663 valid respondents were collected the result shows that repurchase intention is positively influenced by fan page’s satisfaction. Moreover, fan page’s satisfaction also has positive and significant effect on self-brand connection, and leads to the increase of repurchase intention. However, among four perceived values, only the moderating effect of utilitarian value is supported. Finally, several managerial and theoretical implications are suggested according to the results.
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LU, YU-CHIEH, and 呂侑潔. "Nostalgic Character Stickers on Instant Message Software: The relationships among attachment, self-brand connection and purchasing intentions." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/2xu6vn.
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碩士國立高雄第一科技大學
行銷與流通管理系碩士班
105
In the era of mobile communications, consumers inevitably own smart phones with social networking software(SNS), such as Facebook, twitter, Instagram (IG), and Line. Stickers in such SNS enrich vividness of non-face-to-face communications, in particular the nostalgic cartoon character stickers which evoke the emotions and attachment among consumers, cartoon characters and brands. This study intends to explore the impacts of self-brand connections (SBC) and attachment on purchase intentions for nostalgic cartoon characters stickers. This research further examines whether nostalgia proneness strengthens the impact of attachment on purchase intention. With a sample of 323 usable questionnaires, this study found that (1) self-brand connections evoked by nostalgia character stickers have a positive influence on purchase intention. (2) consumer's attachment to nostalgia cartoon stickers also has a positive impact on purchase intention. (3) consumer's nostalgia proneness not only directly influence the purchase intention but also plays a moderator influencing the link between attachment and purchase intentions. That is, when consumers have more nostalgia proneness, their attachment triggers more purchase intentions. In addition, this study also found gender difference exists in the relationships between self-brand connections, attachment and purchase intentions. That is, male consumer's self-brand connections (SBC) have a higher impact on purchase intention than that of their female counterparts; however, female consumer's attachment and nostalgia proneness have higher impact on purchase intentions than those of their male counterparts.
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Hsu, Yuan-Yin, and 徐遠音. "How Aesthetics Perceptions influence Self-Brand Connection: The Mediating Effects of Customer Behavior of Value Co-Creation." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/bywcm4.
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Teixeira, Telma Marisa Pinto. "Determinantes da qualidade do serviço online e o impacto na ligação à marca nos websites de retalho eletrónico." Master's thesis, 2021. http://hdl.handle.net/10400.26/36496.
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A evolução e a crescente popularidade das novas tecnologias de informação e comunicação, originaram transformações significativas em vários setores de atividade. O desenvolvimento da internet permitiu o aparecimento de novos negócios, o acesso a inúmeros conteúdos, a comunicação para o resto do mundo e a realização de transações num simples clique. Assim, a internet mudou por completo certas práticas empresariais, tornando-as mais digitais.
O e-commerce revolucionou várias áreas de negócio, principalmente o sector do retalho. O consumidor moderno e mais informado procura soluções práticas, experiências enriquecedoras e relacionamentos duradouros com as marcas. Nesse sentido, os websites de retalho eletrónico devem oferecer aos seus utilizadores ferramentas que potenciem as suas compras online, de modo a sentirem-se ligados com as marcas.
Assim, o objetivo deste trabalho é analisar os elementos da qualidade de serviço online nos websites de retalho eletrónico e o seu impacto na ligação à marca. Neste âmbito, foi realizado um estudo empírico, tendo por base dados recolhidos através de um questionário online, durante os meses de abril, maio e junho de 2020. Recorreu-se a uma metodologia quantitativa, através da modelação de equações estruturais, aplicada a uma amostra de 461 indivíduos que visitaram ou compraram em websites de retalho eletrónico. Os resultados obtidos confirmaram o impacto positivo dos elementos da qualidade de serviço online nas dimensões analisadas da ligação à marca, e consequentemente no word-of-mouth e na satisfação. Este estudo permitiu ainda apresentar um conjunto de orientações de aprofundamento teórico e que podem também contribuir para melhorias no contexto empresarial.
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Varejão, Mariana Azevedo. "A contribuição dos influenciadores digitais na perceção das marcas pelo mercado feminino brasileiro." Master's thesis, 2019. http://hdl.handle.net/10316/90022.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaPropósito: Esta pesquisa tem como propósito analisar e entender mais profundamente a relação entre influenciadores digitais, marcas e as consumidoras brasileiras. Pretende-se com este trabalho de investigação analisar o impacto da credibilidade dos influenciadores, congruência influenciadores-marca, auto-expressividade do influenciador e notoriedade dos influenciadores na ligação com a marca, amor à marca e na auto-expressividade da marca. Finalmente pretende-se estudar qual o impacto destas duas últimas variáveis na equidade/valor da marca.Metodologia: Por meio de um questionário online divulgado em redes sociais e Whatsapp, foi possível recolher 211 respostas válidas. As respostas foram então compiladas em um software estatístico e analisados usando o IBM SPSS e o IBM SPSS AMOS.Resultados: Os resultados indicam que a auto-expressividade do influenciador é uma variável importante na construção da ligação com a marca, no amor à marca e na auto-expressividade da marca. O teste de hipóteses também mostra uma relação direta e positiva entre a notoriedade do influenciador e Congruência Influenciador-Marca no sentimento do amor à marca. Finalmente destacar-se o impacto do amor à marca na equidade da marca.Limitações da pesquisa: A primeira limitação deste estudo encontra-se relacionada com o tamanho da amostra. Além disso, dentro do âmbito de estudo sobre influenciadores, marcas e consumidores, importante realçar que apenas algumas variáveis foram estudadas o que limitou um pouco as conclusões deste trabalho de investigação.Originalidade/valor: Este estudo contribui para o escasso número de pesquisas sobre influenciadores digitais. Ao considerar fatores que contribuem para o sentimento dos consumidores perante às marcas, esta pesquisa também lança novos questionamentos sobre a relação entre influenciadores digitais, marcas e consumidores.
Purpose: This research aims to analyze and understand more deeply the relationship between digital influencers, brands and Brazilian consumers. The aim of this research is to analyze the impact of the influencers’ credibility, influencers-brand’s congruence, the self-expressiveness of the influencer and influencers’ notoriety in the brand connection, brand love and the brand self-expressiveness. Finally, we intend to study the impact of these last two variables on brand equity.Methodology: Through an online questionnaire released on social medias and Whatsapp, it was possible to collect 211 valid answers. The responses were then compiled into statistical software and analyzed using IBM SPSS and IBM SPSS AMOS.Results: The results indicate that the influencer's self-expressiveness is an important variable in the construction of the brand connection, the brand love and in the brand self-expressiveness. The hypothesis test also shows a direct and positive relationship between the influencer’s notoriety and the Influencer-Brand Congruence in the feeling of brand love. Finally, we highlight the impact of brand love on brand equity.Limitations of the research: The first limitation of this study is related to the size of the sample. In addition, within the scope of study on influencers, brands and consumers, it should be noted that only a few variables were studied which limited the conclusions of this research.Originality / Value: This study contributes to the scarce number of researches on digital influencers. When considering factors that contribute to consumer sentiment towards brands, this research also raises new questions about the relationship between digital influencers, brands and consumers.
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Girão, Luís Barbosa Ribeiro. "Os Estilos de Humor e a Perceção do Humor: Um Estudo sobre os Antecedentes e Consequentes do Humor Percebido na Publicidade." Master's thesis, 2021. http://hdl.handle.net/10316/94523.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaObjetivo: Os propósitos desta investigação passam por estudar os antecedentes e os consequentes do Humor Percebido na publicidade. Desta forma, esta dissertação tem, essencialmente, dois objetivos principais: (1) analisar qual a relação entre os Estilos de Humor do individuo e a perceção de Humor Percebido na publicidade e (2) analisar qual a relação entre o Humor Percebido na publicidade e a Congruência com a Marca, o WOM da Publicidade e o WOM da Marca. Como objetivo secundário pretende ainda analisar-se o papel mediador da Congruência com a Marca aquando da análise da relação entre o Humor Percebido na publicidade e o WOM da publicidade e da marca.Metodologia: Para se atingirem os objetivos inicialmente propostos, foi desenvolvido um estudo quantitativo. Através de um questionário online, que posteriormente foi divulgado através da plataforma Mturk, recolheram-se 362 respostas válidas de cidadãos norte americanos. A análise dos dados foi realizada com recurso ao Modelo das Equações Estruturais.Resultados: Os resultados mostram uma relação entre os Estilos de Humor e o Humor Percebido na publicidade. Os Estilos de Humor adaptativo (Humor Afiliativo e Humor Auto Valorativo) e o Estilo de Humor Auto Depreciativo têm um impacto positivo no Humor Percebido na publicidade, enquanto o Humor Agressivo revela ter um impacto negativo no Humor Percebido. Por outro lado, foi possível verificar-se que o Humor Percebido evidencia um impacto positivo na Congruência com a marca e no WOM da Publicidade, mas não revela qualquer impacto direto no WOM da Marca. Verificou-se ainda que a Congruência com a marca mostra um efeito direto e positivo em ambos os WOM e que o WOM da Publicidade afeta positivamente o WOM da Marca. Finalmente destaca-se que, através da Congruência com a Marca existe uma influência indireta do Humor Percebido na publicidade, no WOM da Publicidade e no WOM da Marca. Limitações e futuras linhas de investigação: Uma vez que este estudo apenas considera dados da população americana, sugere-se que investigações futuras tenham em conta diferentes culturas. Também se sugere o estudo de novas variáveis pessoais que podem influenciar a perceção do humor na publicidade.Originalidade: Este trabalho de investigação inova ao explorar, pela primeira vez, qual a relação entre os Estilos de Humor e a Perceção do Humor numa campanha publicitária.Palavras-chave: Estilos de Humor; Humor Percebido; Marketing; WOM; Congruência com a Marca;
Purpose: The purposes of this work are to study the antecedents and consequences of Perceived Humor in advertising. Thus, this dissertation has, essentially, two main objectives: (1) to analyze what is the relationship between the individual's Humor Styles and Perceived Humor in advertising and (2) to analyze what is the relationship between Perceived Humor in advertising and Self-Brand Connection, Advertising WOM and Brand WOM. As a secondary objective, this research intends to analyze the mediating role of Self-Brand Connection, though the relationship between Perceived Humor in advertising and both Advertising and Brand WOM.Approach: To achieve the initially proposed objectives, a quantitative study was developed. Through an online questionnaire, which was later released through the Mturk platform, 362 valid responses were collected from North American citizens. Data analysis was performed using the Structural Equations Model.Results: The results show a relationship between Humor Styles and Perceived Humor in advertising. Adaptive Humor Styles (Affiliative Humor and Self-Enhancement Humor) and Self-Defeating Humor Style have a positive impact on Perceived Humor in advertising, while Aggressive Humor reveals a negative impact on Perceived Humor. On the other hand, it was possible to verify that Perceived Humor shows a positive impact on Self-Brand Connection and Advertising WOM but does not reveal any direct impact on Brand WOM. It was also found that Self-Brand Connection shows a direct and positive effect on both WOMs and that Advertising WOM positively affects Brand WOM. Finally, it is highlighted that, through Self-Brand Connection, there is an indirect influence of Perceived Humor in advertising, on Advertising WOM, and Brand WOM.Limitations and future lines of research: Since this study only considers data from an American sample, it is suggested that future investigations consider different cultures. It is also suggested to study new personal variables that can influence the perception of humor in advertising.Originality: This research work explores, for the first time, the relationship between Humor Styles and Perceived Humor in an advertising campaign.Keywords: Humor Styles; Perceived Humor; Marketing; WOM; Self-Brand Connection.
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Yu, Jia-Shuan, and 俞佳萱. "The effect of positive brand experience on consumer’s attitude: The mediating role of self-brand connections." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/39089979967169845284.
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碩士中國文化大學
國際貿易學系碩士班
98
The main purpose of this study is to explore and examine the relationship among positive brand experience, self brand connection, consumer satisfaction and consumer loyalty. The data was provide by a sample of 284 graduate and university students. The results revealed that positive brand experience influenced self brand connection, consumer satisfaction and loyalty positively; self brand connection affected consumer satisfaction and loyalty positively. In addition, the results of path analysis revealed self brand connection mediated the relationship of positive brand experience and consumer satisfaction, as well as the relationship of positive brand experience and consumer loyalty. In the end we discussed implications for theory and practices, and suggestions for the further study.
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Ferreira, João Filipe Botica. "Impact of Brand Coolness in purchase intention in fast food and festival markets." Master's thesis, 2020. http://hdl.handle.net/10071/21773.
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Companies nowadays face the challenge of selling their products in highly
competitive markets where customers possess access to wide sources of information
across multiple purchase options. To differentiate themselves they resort (along with
other strategies) to developing resonating consumer brand relationships to influence the
decision process and generate sales.
This thesis investigates the impact of Brand Coolness in Purchase Intention
across two markets (Fast Food and Festival markets) in order to take conclusions related
to the degree of impact between the constructs and its implication between products
with high level involvement in purchase and low level involvement in purchase. By
conducting two questionnaires to a combined sample of 306 respondents, this thesis
concludes that Brand Personality, Self-Brand Connections and Communal Brand
Connections positively impact Brand Coolness. With this positive correlation proved
significant, it was also proved that Brand Equity is benefited which translates into a
higher Purchase Intention. The data analysis also confirmed a difference in impact
across the two markets, where Brand Coolness possessed a higher influence on
Purchase Intention in the chosen lower involvement market products.
The conclusions withdrawn from this thesis complement previous literature by
addressing the existing gap in investigation of Brand Coolness in a purchase behaviour
related theme. It also gives brand managers an insight to the impact of consumer brand
relationship constructs in intent of product purchasing and its impact across two
distinguishable markets.As empresas atualmente enfrentam o desafio de vender os seus produtos em mercados altamente competitivos, onde os clientes possuem acesso a amplas fontes de informação acerca de múltiplas opções de compra. Para se diferenciarem, estas recorrem (em conjunto com outras estratégias) ao desenvolvimento de relacionamentos fortes entre marca e consumidor com o objetivo de influenciar o processo de decisão de compra. Esta tese investiga o impacto do Brand Coolness na Intenção de Compra em dois mercados (mercados de Fast Food e Festivais) a fim de tirar conclusões relacionadas com grau de impacto entre os construtos e a sua implicação entre produtos com elevado nível de envolvimento na compra e baixo nível de envolvimento na compra. Ao conduzir dois questionários numa amostra total de 306 respondentes, esta tese conclui que a Personalidade da Marca, as Conexões Próprio-Marca e as Conexões de Comunidade-Marca impactam positivamente o Brand Coolness. Com essa correlação positiva provada como significativa, também foi comprovado que o Valor da Marca é beneficiado, o que se traduz numa maior Intenção de Compra. A análise de dados confirmou uma diferença no impacto nos dois mercados, onde Brand Coolness possui maior influência na Intenção de Compra nos produtos do mercado de menor envolvimento escolhido. As conclusões retiradas desta dissertação complementam a literatura anterior, abordando a lacuna existente na investigação de Brand Coolness na área relacionada com o comportamento na compra. Também oferece aos gestores uma visão do impacto das construções de relacionamento com a marca do consumidor na intenção de compra do produto e o seu impacto em dois mercados distintos.