The consumer-brand relationship paradox
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/11116 |
Resumo: | This study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relation to consumers’ interest in relational behaviour. They were found to statistically predict the level of brand loyalty. Respondents depicted low levels of involvement, commitment, engagement and brand loyalty. Likewise had significant negative responses towards relationship offerings (ROs) from brands. This was though significantly determined by the level of ROs. A number of three to four ROs in a month were found to have remarkably negative impact on consumers behavioural brand loyalty (BBL), attitudinal brand loyalty (ABL) and intentions to recommend (ITR) a brand. Likewise, consumers’ motivation for engaging with brands were steered by simpler motives as making a purchase, getting discounts and receiving customer service. Thus, provide additional evidence to the claim that consumers have little interest in deep relationships with brands. The main conclusion is that a consumer-brand relationship (CBR) paradox exist. Consequently, marketers must realise that not all consumers are receptive to ROs or interested in brand relationships. Thus, cannot be managed as relationships and without consequences be forced into one. Subsequently, marketing thinking and efforts should be diversified and account for this. |
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The consumer-brand relationship paradoxRelationship marketingConsumer-brand relationshipsConsumer-brand relationship paradoxThis study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relation to consumers’ interest in relational behaviour. They were found to statistically predict the level of brand loyalty. Respondents depicted low levels of involvement, commitment, engagement and brand loyalty. Likewise had significant negative responses towards relationship offerings (ROs) from brands. This was though significantly determined by the level of ROs. A number of three to four ROs in a month were found to have remarkably negative impact on consumers behavioural brand loyalty (BBL), attitudinal brand loyalty (ABL) and intentions to recommend (ITR) a brand. Likewise, consumers’ motivation for engaging with brands were steered by simpler motives as making a purchase, getting discounts and receiving customer service. Thus, provide additional evidence to the claim that consumers have little interest in deep relationships with brands. The main conclusion is that a consumer-brand relationship (CBR) paradox exist. Consequently, marketers must realise that not all consumers are receptive to ROs or interested in brand relationships. Thus, cannot be managed as relationships and without consequences be forced into one. Subsequently, marketing thinking and efforts should be diversified and account for this.2015-05-01T00:00:00Z2015-01-01T00:00:00Z2015info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/11116TID:201109816engNielsen, Anders Juulinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:46:40Zoai:repositorio.iscte-iul.pt:10071/11116Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:22:31.252234Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The consumer-brand relationship paradox |
title |
The consumer-brand relationship paradox |
spellingShingle |
The consumer-brand relationship paradox Nielsen, Anders Juul Relationship marketing Consumer-brand relationships Consumer-brand relationship paradox |
title_short |
The consumer-brand relationship paradox |
title_full |
The consumer-brand relationship paradox |
title_fullStr |
The consumer-brand relationship paradox |
title_full_unstemmed |
The consumer-brand relationship paradox |
title_sort |
The consumer-brand relationship paradox |
author |
Nielsen, Anders Juul |
author_facet |
Nielsen, Anders Juul |
author_role |
author |
dc.contributor.author.fl_str_mv |
Nielsen, Anders Juul |
dc.subject.por.fl_str_mv |
Relationship marketing Consumer-brand relationships Consumer-brand relationship paradox |
topic |
Relationship marketing Consumer-brand relationships Consumer-brand relationship paradox |
description |
This study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relation to consumers’ interest in relational behaviour. They were found to statistically predict the level of brand loyalty. Respondents depicted low levels of involvement, commitment, engagement and brand loyalty. Likewise had significant negative responses towards relationship offerings (ROs) from brands. This was though significantly determined by the level of ROs. A number of three to four ROs in a month were found to have remarkably negative impact on consumers behavioural brand loyalty (BBL), attitudinal brand loyalty (ABL) and intentions to recommend (ITR) a brand. Likewise, consumers’ motivation for engaging with brands were steered by simpler motives as making a purchase, getting discounts and receiving customer service. Thus, provide additional evidence to the claim that consumers have little interest in deep relationships with brands. The main conclusion is that a consumer-brand relationship (CBR) paradox exist. Consequently, marketers must realise that not all consumers are receptive to ROs or interested in brand relationships. Thus, cannot be managed as relationships and without consequences be forced into one. Subsequently, marketing thinking and efforts should be diversified and account for this. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-05-01T00:00:00Z 2015-01-01T00:00:00Z 2015 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/11116 TID:201109816 |
url |
http://hdl.handle.net/10071/11116 |
identifier_str_mv |
TID:201109816 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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