Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/11579
Author(s): | Donaldson, Toby Jake |
Advisor: | Loureiro, Sandra Maria Correia |
Date: | 2015 |
Title: | Brand love & the ideal self: an investigation into anthropomorphic function in brand love relationships |
Reference: | 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>. |
Keywords: | Brand love Comprometimento emocional Psicologia positiva Conceito do eu ideal Brand love Emotional commitment Positive psychology Ideal self concept |
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. |
Degree: | Mestrado em Marketing |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | T&D-DM - Dissertações de mestrado |
Files in This Item:
File | Description | Size | Format | |
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Brand Love & the Ideal Self (Toby Donaldson - Thesis).pdf | 1,09 MB | Adobe PDF | View/Open |
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