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Title: | CONSUMER-BRAND RELATIONSHIP: SITUATION AND SELF CONCEPT INFLUENCE | Authors: | CHEN ZHAOHUI | Issue Date: | 2007 | Citation: | CHEN ZHAOHUI (2007). CONSUMER-BRAND RELATIONSHIP: SITUATION AND SELF CONCEPT INFLUENCE. ScholarBank@NUS Repository. | Abstract: | This study investigates the influence of utilitarian-hedonic usage situation on the type of consumer-brand relationship formed. The influence of functional brand-choice risk on consumer-brand relationship is also studied. As the consumer is an equal partner in a consumer-brand relationship, self-concept is also hypothesized to influence the type of relationship formed. The findings demonstrated that usage of brands in more utilitarian oriented situations produces consumer-brand relationships higher in Committed Partnerships and lower in Casual Friendships and Flings. Further, for such brand usage, greater functional brand-choice risk resulted in higher Committed Partnerships and lower Casual Friendships than when brand-choice risk is lower. Consumers with higher variety-seeking tendency were observed to be more likely to have Casual Friendships and less likely to have Committed Partnerships than those with lower variety-seeking tendency. Consumers with higher compulsive consumption tendency were found to be higher in Dependencies than their less compulsive counterparts; while those who pay more vis-à-vis less attention to social comparison information had higher Referents. Relating the Big 5 personality traits to consumer-brand relationship, consumers higher in neuroticism were more likely to develop Flings, Secret Affairs, and Dependencies than those less neurotic; while those higher in openness to experience were more dominant in Casual Friendships and Flings than those less open to experiences. Theoretical and managerial implications arising from this study are discussed and directions for future research furnished. | URI: | http://scholarbank.nus.edu.sg/handle/10635/147351 |
Appears in Collections: | Bachelor's Theses |
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