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http://hdl.handle.net/10071/11579
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Title: Brand love & the ideal self: an investigation into anthropomorphic function in brand love relationships
Authors: Donaldson, Toby Jake
Orientador: Loureiro, Sandra Maria Correia
Keywords: Brand love
Comprometimento emocional
Psicologia positiva
Conceito do eu ideal
Brand love
Emotional commitment
Positive psychology
Ideal self concept
Issue Date: 2015
Citation: DONALDSON, Toby Jake - Brand love & the ideal self: an investigation into anthropomorphic function in brand love relationships [Em linha]. Lisboa: ISCTE-IUL, 2015. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<http://hdl.handle.net/10071/11579>.
Abstract: Esta investigação centra-se nos tipos de relacionamentos humanos aplicados às marcas através da relação de amor (afeição) à marca. O estudo considera dois grupos em análise: os que consideram ter amor (afeição) à marca e os que não têm. Considerando estes dois grupos comparam-se constructos chave no contexto da relação entre a marca e o consumidor. Apesar de não se terem encontrado diferenças significativas nos constructos chave, em termos demográficos é possível verificar alguns elementos diferenciadores que se encontram espelhados nos resultados desta dissertação.
This investigation looks into the function of human style relationship facets when applied to brands through a brand love relationship. The investigation takes two groups of questionnaire respondents, those who self report a brand love relationship and those who do not, and compares them over a series of Likert scores testing on key human relationship facets that run along side a brand love relationship, such as the ideal self and positive psychology. Although no significant effects were found through the three key variables, the descriptive statistics showed higher averages where expected for the groups. Demographic analysis showed up two significant affects through education level, which are shown in the results.
Description: JEL: M300 Marketing and Advertising: General / JEL: M390 Marketing and Advertising: Other
Peer reviewed: yes
URI: http://hdl.handle.net/10071/11579
Thesis identifier: 201211874
Designation: Mestrado em Marketing
Appears in Collections:T&D-DM - Dissertações de mestrado

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