Unboxing Consumer Meanings - A Qualitative Study researching Consumer Relationships with Subscription Models for Everyday Products
(2022) BUSN39 20221Department of Business Administration
- Abstract
- Thesis Purpose: We aim to research the relationships consumers build with subscription services and how those influence the totality of the consumer-brand relationship.
Methodology: We adapted a qualitative research methodology with semistructured interviews and an abductive research approach.
Theoretical Perspective: To research consumer relationships with everyday product subscriptions, we applied Fournier’s Brand Relationship Quality model and Carpenter and Fairhurst’s Consumer Satisfaction Pathway to the feelings towards subscriptions we gathered from our research participants.
Empirical Data: The empirical data consists of nine semi-structured interviews with consumers who have a current or past everyday product subscription.... (More) - Thesis Purpose: We aim to research the relationships consumers build with subscription services and how those influence the totality of the consumer-brand relationship.
Methodology: We adapted a qualitative research methodology with semistructured interviews and an abductive research approach.
Theoretical Perspective: To research consumer relationships with everyday product subscriptions, we applied Fournier’s Brand Relationship Quality model and Carpenter and Fairhurst’s Consumer Satisfaction Pathway to the feelings towards subscriptions we gathered from our research participants.
Empirical Data: The empirical data consists of nine semi-structured interviews with consumers who have a current or past everyday product subscription.
Findings / Conclusion: Consumers can build deep and individual relationships with subscriptions and shopping modes in general that are separate from the overall consumer-brand relationship. These have their own relationship qualities and own utilitarian and hedonic benefits.
Practical Implications: Subscription brands should understand the hedonic benefits their products offer to consumers on top of the commonly understood utilitarian benefits to effectively build a consumer-brand relationship (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9090613
- author
- Lindner, Veronika LU and Bowman, Kevin John LU
- supervisor
-
- Sofia Ulver LU
- organization
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- subscription, consumer-brand relationship, BRQ model, hedonic benefits, utilitarian benefits
- language
- English
- id
- 9090613
- date added to LUP
- 2022-06-28 09:55:48
- date last changed
- 2022-06-28 09:55:48
@misc{9090613,
abstract = {{Thesis Purpose: We aim to research the relationships consumers build with subscription services and how those influence the totality of the consumer-brand relationship.
Methodology: We adapted a qualitative research methodology with semistructured interviews and an abductive research approach.
Theoretical Perspective: To research consumer relationships with everyday product subscriptions, we applied Fournier’s Brand Relationship Quality model and Carpenter and Fairhurst’s Consumer Satisfaction Pathway to the feelings towards subscriptions we gathered from our research participants.
Empirical Data: The empirical data consists of nine semi-structured interviews with consumers who have a current or past everyday product subscription.
Findings / Conclusion: Consumers can build deep and individual relationships with subscriptions and shopping modes in general that are separate from the overall consumer-brand relationship. These have their own relationship qualities and own utilitarian and hedonic benefits.
Practical Implications: Subscription brands should understand the hedonic benefits their products offer to consumers on top of the commonly understood utilitarian benefits to effectively build a consumer-brand relationship}},
author = {{Lindner, Veronika and Bowman, Kevin John}},
language = {{eng}},
note = {{Student Paper}},
title = {{Unboxing Consumer Meanings - A Qualitative Study researching Consumer Relationships with Subscription Models for Everyday Products}},
year = {{2022}},
}