Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships
(2023) BUSN39 20231Department of Business Administration
- Abstract
- The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9124625
- author
- Allievi, Beatrice Lidia Rosa LU and Martino, Mariagloria LU
- supervisor
-
- Ulf Elg LU
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Service brands, Brand promise, Brand loyalty, Consumer-brand relationship, Negative emotions, Netflix, Streaming platforms, OTTs
- language
- English
- id
- 9124625
- date added to LUP
- 2023-06-28 15:50:15
- date last changed
- 2023-06-28 15:50:15
@misc{9124625, abstract = {{The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change.}}, author = {{Allievi, Beatrice Lidia Rosa and Martino, Mariagloria}}, language = {{eng}}, note = {{Student Paper}}, title = {{Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships}}, year = {{2023}}, }