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The Greatest Love Stories Between Consumers and Brands - A Study of Brand Love

De Boer, Lysbet LU and Eti, Orkun LU (2012) BUSN29 20121
Department of Business Administration
Abstract
COURSE:
BUSN29: Master Degree Project

AUTHORS:
Orkun Eti, Lysbet Doutzen de Boer

SUPERVISOR:
Mr. J. Bertilsson

THESIS PURPOSE:
The purpose of the study is to investigate how passionate consumers experience their brand relationship. With help of the photo elicitation technique we aim to evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love.

METHODOLOGY:
In-depth interviewing in combination with photo-elicitation.

THEORETICAL PERSPECTIVE:
Relationship Theory (Fournier, 1998), Brand Love (Albert et al. 2008, and Batra et al. 2012).

PRACTICAL PERSPECTIVE:
Lovemarks (Roberts, 2005)

CONCLUSION:
The interrogation study provided us with a richer... (More)
COURSE:
BUSN29: Master Degree Project

AUTHORS:
Orkun Eti, Lysbet Doutzen de Boer

SUPERVISOR:
Mr. J. Bertilsson

THESIS PURPOSE:
The purpose of the study is to investigate how passionate consumers experience their brand relationship. With help of the photo elicitation technique we aim to evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love.

METHODOLOGY:
In-depth interviewing in combination with photo-elicitation.

THEORETICAL PERSPECTIVE:
Relationship Theory (Fournier, 1998), Brand Love (Albert et al. 2008, and Batra et al. 2012).

PRACTICAL PERSPECTIVE:
Lovemarks (Roberts, 2005)

CONCLUSION:
The interrogation study provided us with a richer understanding of consumers’ passion for brands based on previous research in both practical and theoretical fields. Our empirical study revealed three new dimensions of brand love with a non-interpersonal character. The findings indicated that brand-related, as well as ‘real’ non-interpersonal relationship dimensions had greater relevance to brand love than person-related dimensions. (Less)
Please use this url to cite or link to this publication:
author
De Boer, Lysbet LU and Eti, Orkun LU
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Relationships, Relationship Marketing, Lovemarks, Brand Love, Emotional Branding.
language
English
id
2796756
date added to LUP
2012-06-18 13:30:21
date last changed
2012-06-18 13:30:21
@misc{2796756,
  abstract     = {COURSE:				
BUSN29: Master Degree Project

AUTHORS:				
Orkun Eti, Lysbet Doutzen de Boer

SUPERVISOR:				
Mr. J. Bertilsson

THESIS PURPOSE:	 
The purpose of the study is to investigate how passionate consumers experience their brand relationship. With help of the photo elicitation technique we aim to evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love. 

METHODOLOGY:	
In-depth interviewing in combination with photo-elicitation. 

THEORETICAL PERSPECTIVE:	
Relationship Theory (Fournier, 1998), Brand Love (Albert et al. 2008, and Batra et al. 2012).

PRACTICAL PERSPECTIVE:	
Lovemarks (Roberts, 2005)

CONCLUSION:	
The interrogation study provided us with a richer understanding of consumers’ passion for brands based on previous research in both practical and theoretical fields. Our empirical study revealed three new dimensions of brand love with a non-interpersonal character. The findings indicated that brand-related, as well as ‘real’ non-interpersonal relationship dimensions had greater relevance to brand love than person-related dimensions.},
  author       = {De Boer, Lysbet and Eti, Orkun},
  keyword      = {Brand Relationships,Relationship Marketing,Lovemarks,Brand Love,Emotional Branding.},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Greatest Love Stories Between Consumers and Brands - A Study of Brand Love},
  year         = {2012},
}