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Title: The consumer-brand relationship paradox
Authors: Nielsen, Anders Juul
Orientador: Pereira, Hélia Gonçalves
Salgueiro, Maria Fátima
Keywords: Relationship marketing
Consumer-brand relationships
Consumer-brand relationship paradox
Issue Date: 2015
Citation: NIELSEN, Anders Juul - The consumer-brand relationship paradox [Em linha]. Lisboa: ISCTE-IUL, 2015. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<>.
Abstract: 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.
Description: JEL classification system M30 - General M31 – Marketing
Peer reviewed: Sim
Thesis identifier: 201109816
Designation: Mestrado em Marketing
Appears in Collections:T&D-DM - Dissertações de mestrado

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