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Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships

Allievi, Beatrice Lidia Rosa LU and Martino, Mariagloria LU (2023) BUSN39 20231
Department 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:
author
Allievi, Beatrice Lidia Rosa LU and Martino, Mariagloria LU
supervisor
organization
course
BUSN39 20231
year
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}},
}