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Dissertations / Theses on the topic 'Love brands'

Author: Grafiati

Published: 8 September 2021

Last updated: 29 July 2025

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1

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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Forcum, Lura. "Why good consumers love bad brands| Assertive language makes consumers care for brands." Thesis, Indiana University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3729337.

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<p> In social media settings, many firms issue commands to consumers—to post, share or like content—often using forceful and direct (vs. polite) language. However, prior research has shown that commands issued with assertive language elicit negative responses and reactance and also reduce the probability of compliance (Brown and Levinson 1987; Dillard and Shen 2005; Kellerman and Shea 1996; Quick and Considine 2008). In the present research, I show that brands benefit from using assertive language, specifically in the form of increased care and concern from consumers. This is becau

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LIMA, JULIA PEIXOTO DE CARVALHO. "BRANDS THAT PEOPLE LOVE: A STUDY ABOUT THE EMOTIONAL RELATIONSHIP OF PEOPLE WITH BRANDS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=11848@1.

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CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO<br>Este é um estudo sobre marcas conduzido sob o ponto de vista do Design & Emoção cujo foco recai no contexto de uso e nas razões pelas quais algumas marcas se tornam queridas. O objetivo é investigar de que experiências essas marcas participam, que relações sociais promovem e que sentimentos evocam. Sua condução se deu a partir de um levantamento de depoimentos sobre marcas que marcam que contemplou três etapas: (1) um levantamento em sites e blogs na Internet; (2) conversas presenciais e virtuais com pessoas de diferentes idades

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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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Wanderoy, Göransson Nikki, and Kibtia Maria E. "We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-39470.

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Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, tw

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Ott, Daniela. "How consumers relate to luxury brands in the 21st century : the changing concept of sacredness and its importance." Thesis, Paris Sciences et Lettres (ComUE), 2018. http://www.theses.fr/2018PSLED067/document.

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Cette thèse analyse les relations entre consommateurs et marques de luxe, etcomment cette relation évolue au 21ème siècle. Face au défi de la désacralisation face aux mutations de la société, liées à l’hypermodernité, à la démocratisation du luxe, à Internet et aux médias sociaux, les marques de luxe traditionnelles recherchent desmoyens de rester pertinentes et sacrées. Nous décrivons comment le sacré évolue etcomment les marques utilisent les propriétés du sacré pour rester des marques de luxe.Notre hypothèse principale est que le concept de sacré dans la société évolue etnous proposons donc

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Lizanets, Viktoriya. "O impacto da personalidade da marca no comportamento do consumidor: uma análise ao papel do amor pela marca." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/16771.

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Mestrado em Marketing<br>Dada a noção de que os consumidores associam caraterísticas humanas às marcas, o propósito principal desta dissertação consiste em explorar o impacto das diferentes dimensões da personalidade da marca no comportamento do consumidor. Por outro lado, determinar as consequências do amor pela marca no comportamento do consumidor, tendo em consideração o potencial deste recente construto do marketing é outro dos objetivos fundamentais. O modelo concetual e as respetivas hipóteses de trabalho basearam-se numa amostra de 478 consumidores de marcas de roupa portugueses. Os dad

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Machado, Ana Sofia dos Santos Ferreira. "Antecedentes e consequentes do consumer engagement com páginas de marcas na rede social Instagram." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16534.

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Mestrado em Marketing<br>Uma das questões fundamentais dos profissionais de marketing na atualidade prende-se com o aumento exponencial da utilização de redes sociais no quotidiano dos consumidores. Assim, faz sentido tentar perceber como é que as marcas podem criar engagement com os seus consumidores através das suas páginas nas redes sociais e, consequentemente melhorar o relacionamento que os mesmos têm com as marcas. Este estudo examina a relação entre as gratificações, o envolvimento e a auto-congruência no consumer engagement com as páginas das marcas no Instagram. Para além disso, inv

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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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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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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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Maia, Marta Isabel. "Love brands." Master's thesis, 2014. http://hdl.handle.net/10400.26/7052.

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O conceito principal desta tese é love brands, marcas que conseguem crescer na mente dos consumidores de tal forma, que estes sentem uma ligação especial com elas, tornando-se dedicados e amantes das mesmas. O seu posicionamento forte no mercado, na mente e coração dos consumidores faz com que sejam amadas incondicionalmente. Outro conceito, revisto é o low cost. Sabemos que uma marca low cost é uma marca que vende produtos a baixo preço, oferecerecendo o mesmo que uma marca normal. A questão desta tese é: 'Poderão as marcas low cost tornar-se love brands em Portugal?'. Para conseguir chegar à

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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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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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Mendes, Pedro Filipe Magalhães Bessa. "Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal." Master's thesis, 2018. http://hdl.handle.net/10362/40255.

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Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence<br>This study intents to explore attitudes of Portuguese consumers who engage with brands on Instagram in Portugal by following them. Throughout the self-expressiveness capacity of brands that can empower both inner and social selves from consumers, our goal is to explore the relationship between “following” a self-expressive brand on Instagram and relate it with brand outcomes as brand love, brand acceptance and WOM (word-of-mouth). The current

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Silva, Catarina Ferreira da. "Qual o papel das marcas de fornecedor, no mercado de FMCG, com a crescente influência das marcas de distribuidor?" Master's thesis, 2012. http://hdl.handle.net/10071/6384.

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Para as marcas, os tempos que vivemos são dinâmicos, altamente competitivos e repletos de desafios relacionados com o contexto económico. Mais que nunca, o consumidor está informado e participativo no processo de decisão de compra, exigente e cada vez menos ―fiel‖. O ―business as usual‖ já não é suficiente para uma marca evoluir de um modo sustentável no mercado como o que conhecemos, em que a ―pressão‖ das competitivas marcas de distribuição (MDD) é crescente, detendo já uma quota de mercado em Bens de Grande Consumo (FMCG), em Portugal, de 38,6% (barómetro_centromarca para 1º trimestre de

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Almeida, Nuno Filipe Castro. "Consumer engagement with football brands on Facebook." Master's thesis, 2016. http://hdl.handle.net/10400.14/36133.

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The growth of social media has forced brands to adapt the scope of their activities in terms of brand management, consumer engagement and customer communications. Football brands have recently started to understand the relevance of social media as a tool for exploiting the enormous potential they possess, much due to their well-established brand awareness, brand identity and, most of all, the passion they more easily trigger in fans. The goal of this research is to determine the most influential motivations that trigger consumers to engage with a football brand on Facebook. Furthermore, we w

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Lima, Diogo Homem de. "Impact of brand coolness on social media brand engagement of brands MOCHE-WTF-Yorn." Master's thesis, 2020. http://hdl.handle.net/10071/21742.

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Este estudo destaca o impacto da frescura da marca no engajamento da marca nas redes sociais das marcas MOCHE-Yorn-WTF (operadoras de telecomunicações para jovens). Analisando a literatura, notamos que há muitas contribuições sobre o engajamento da marca nas redes sociais, enquanto poucas pesquisas são focadas na frescura da marca. Assim, optou-se por aprofundar a análise do impacto supramencionado, tendo o amor / satisfação com a marca como mediadores. No universo digital, as redes sociais oferecem aos seus utilizadores uma variedade de novas formas de comunicarem e é exatamente esse po

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Nguyen, Hai Thi Minh. "Examining the drivers of customer responses to social media experiences." Thesis, 2021. http://hdl.handle.net/1959.13/1430848.

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Research Doctorate - Doctor of Philosophy (PhD)<br>Customers have used social media heavily to search for and share information about brands and interact with the brand community. The interaction between customers and social media creates experiences that affect customers’ behavioural responses and enhance the customer-brand relationship. Additionally, each type of brand concept has distinctive characteristics so that designing a successful social media campaign requires a deep understanding of customer experiences of that brand. However, customer experiences on social media of brand concepts

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Oliveira, Mafalda Filipa Baptista de. "A Importância do brand love na explicação do consumo e relacionamentos com as marcas de luxo." Master's thesis, 2015. http://hdl.handle.net/1822/35959.

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Dissertação de mestrado em Marketing e Estratégia<br>O estudo dos relacionamentos que os consumidores estabelecem com as marcas de luxo implica o reconhecimento e compreensão dos significados que estes trazem para as suas vidas, aquando do seu envolvimento no consumo simbólico. Surge, assim, como natural estabelecer uma relação entre o conceito de relacionamento com a marca de luxo e o conceito de brand love. Ao analisar os relacionamentos do consumidor com a marca, duas categorias de consumo são considerados: o consumo público e o consumo privado. O presente trabalho tem por objetivo a

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Cavalheiro, Rita Isabel Ruano Andrade. "O papel do storytelling na criação do amor às marcas : o caso PANDORA." Master's thesis, 2019. http://hdl.handle.net/10400.14/30988.

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O storytelling e o amor à marca são o objeto de estudo da presente dissertação. O estudo destas duas temáticas justifica-se pela necessidade de compreender o potencial do storytelling, enquanto ferramenta ao dispor dos profissionais de Marketing, para influenciar positivamente o amor, sentido pelos consumidores, a uma determinada marca, neste caso, a marca de jóias PANDORA. Realiza-se, assim, um estudo caso único a uma marca que se considera um ótimo exemplo para o estudo que se pretende realizar já que, na presente investigação, não se pretende apenas compreender papel do storytelling na cria

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Albuquerque, Maria Bispo de. "Brand sacrífice : razões que levam ao sacrifício por uma marca e como afetam o comportamento do consumidor : o caso Nespresso." Master's thesis, 2020. http://hdl.handle.net/10400.14/37255.

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O sacrifício aplicado a marcas é o objeto de estudo desta investigação. O estudo desta temática, pouco explorada até ao momento, surge mesmo por esse motivo, tendo como objetivo saber mais sobre o conceito de brand sacrifice e como pode afetar positiva ou negativamente uma marca. Realiza-se assim, um estudo de caso a uma marca que se considera relevante para estudar esta problemática, a Nespresso, visto ser uma marca com uma forte notoriedade, posicionada num segmento premium, e que suscita lealdade (sendo todos estes fatores associados ao amor à marca, e o sacrifício surgir como conseq

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Barata, Filipa Rodrigues Soares. "The role of massclusivity campaigns in consumer response and perceptions: the attitude toward luxury brands." Master's thesis, 2020. http://hdl.handle.net/10071/20858.

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The present dissertation purposes to understand the impact of the elaboration of Massclusivity campaigns, as a collaboration between a fast fashion brand and a luxury brand, on Brand Love and Brand Dilution of the Luxury Fashion Brand. To better understand the proposed topic, this research involves the analysis of the meaning and perception of the luxury concept with a focus on the fashion luxury market. This study focuses on the analyses of the traditional luxury brands adaptation to the digital era and how the mass customers perceptions of the luxury brands changed their dynamics to ad

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Veltman, Madalena Baptista. "The luxury fashion fitting the mass-market: how luxury fashion bands can use social media masstige campaigns to leverage brand love." Master's thesis, 2021. http://hdl.handle.net/10071/22868.

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This thesis aims to understand whether if in the Luxury Fashion market masstige campaigns on social media can generate brand love. Furthermore, how can Luxury Fashion Brands build brand love when using masstige campaigns. To better understand these topics, this study includes some useful details from past research about luxury brands and its consumers, luxury fashion brands, social media, masstige campaigns, cognitive-affective response system (CAPS) and brand love. A survey questionnaire was spread online to collect primary data. This survey presented one of two randomized campaigns from the

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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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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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Pereira, Pedro Miguel Dias de Carvalho Sardo. "Marketing desportivo digital : a importância do marketing digital para os clubes desportivos : estudo de caso do F.C. Porto." Master's thesis, 2013. http://hdl.handle.net/1822/28437.

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Dissertação de mestrado em Marketing e Gestão Estratégica<br>A influência do marketing desportivo digital para as entidades desportivas é considerada um fenómeno recente, e até aos dias de hoje, pouco estudada. A envolvência das instituições junto dos seus associados deve ser vista como fator prioritário para que o marketing relacional funcione. Numa era global e eminentemente digital é necessário que os clubes respondam com proficiência e dinâmica às necessidades dos seus parceiros e associados. Uma marca como o F.C. Porto deverá ser ativa e empreendedora, catapultando assim um cunho di

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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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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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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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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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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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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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Santo, Avi Dan. "Transmedia brand licensing prior to conglomeration: George Trendle and the Lone Ranger and Green Hornet brands, 1933-1966." Thesis, 2006. http://hdl.handle.net/2152/3696.

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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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