The concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty.

This study investigates drivers of airline loyalty. It contributes to the body of knowledge in the area by investigating loyalty for a number of a priori market segments identified by airline management and by using a method which accounts for the multi-step nature of the airline choice process. The study is based on responses from 687 passengers. Results indicate that, at aggregate level, frequent flyer membership, price, the status of being a national carrier and the reputation of the airline as perceived by friends are the variables which best discriminate between travellers loyal to the airline and those who are not. Differences in drivers of airline loyalty for a number of segments were identified. For example, loyalty programs play a key role for business travellers whereas airline loyalty of leisure travellers is difficult to trace back to single factors. For none of the calculated models satisfaction emerged as a key driver of airline loyalty.

Bakgrund: Antalet intensiv -och anestesisjuksköterskor har ökat från 87 till 111 per hundra tusen invånare de senaste tjugo åren, trots detta rapporterar SCB i sin årliga arbetskraftsbarometer en stor brist för samma personalgrupp. Forskning som identifierar trivsel respektive misstrivsel på en arbetsplats och varför personal slutar, utifrån anestesisjuksköterskors perspektiv är begränsad. Denna studie är ett bidrag som ökar förståelsen för varför anestesisjuksköterskor slutar på anestesikliniken. Syfte: Att beskriva aspekter till varför anestesisjuksköterskor slutar på sina arbetsplatser inom anestesikliniken samt vad som skulle kunna ha förändrat beslutet. Metod: Deskriptiv intervjustudie med åtta anestesisjuksköterskor. Data analyserades med kvalitativ latent innehållsanalys. Resultat: Aspekterna som påverkar anestesisjuksköterskorna att avsluta sina tjänster på anestesikliniken står i ett komplext samband till varandra. Drivkraft identifierades som en viktigt faktor för att stanna på arbetsplatsen. Den består dels av inre motivation som kommer ur arbetsglädje, givande patientmöten och möjlighet till återhämtning. Drivkraften utgörs också av den yttre motivationen som består av kompetensutveckling och lönesättning. Drivkraften försvagas om dessa faktorer inte ges tillräckligt utrymme och det finns risk för att anestesisjuksköterskor slutar. Anestesisjuksköterskornas drivkraft är beroende av en förankring för att uppnå balans och inte driva iväg för långt. För att åstadkomma förankring lyfts betydelsen av självständighet fram vilken består av rimlig ansvarsfördelning, tydliga roller och respekt för varandra. Självständigheten står i ett beroende till samarbetet på arbetsplatsen. Ur ett gott kollegialt stöd växer en sammanhållning fram som skapar trivsel och förankrar anestesisjuksköterskorna i organisationen. Konklusion: Arbetet beskrivs som odelat positivt när rätt förutsättningar för att kunna utföra det på ett tillfredsställande sätt finns. Aspekterna kring varför anestesisjuksköterskorna avslutar sina tjänster på anestesiklinikerna står i ett komplext samband till varandra.

"Mémoire présenté à la Faculté des études supérieures en vue de l'obtention du grade de maîtrise en droit option droit des affaires". Ce mémoire a été classé parmi les 15% des mémoires de la discipline. / Il se pose présentement un problème de compréhension du concept de malhonnêteté en matière de fraude. Pour fms de rappel, la fraude peut être commise par mensonge, par supercherie ou par tout autre moyen dolosif. Cette dernière notion, selon l'état actuel de la jurisprudence sera évaluée selon un critère objectif. C'est donc en fonction de la personne raisonnable que l'on se référera afin de déterminer du caractère malhonnête de la conduite. Or, la notion de malhonnêteté n'étant pas défmie, il en résulte incertitude et confusion surtout en matière de crimes économiques. Considérant que les administrateurs sont assujettis en droit des sociétés à une obligation de loyauté et d'honnêteté, il s'agira de s'inspirer des principes développés en cette matière afm de dégager certaines constantes qui nous permettront de déterminer ce qui constitue une conduite malhonnête. La première partie se veut un exposé sommaire des grands principes régissant le droit corporatif. Y sont décrites certaines conduites considérées comme malhonnêtes en droit des sociétés. De cette analyse, il ressort que la malhonnêteté est davantage définie en relation au projet commun des investisseurs qu'en fonction d'un droit de propriété. La notion se divise ainsi autour de deux grands axes, à savoir, les conflits horizontaux et les conflits verticaux. La deuxième partie se concentre sur le droit criminel. Y sont repris, en matière de fraude les conduites considérées comme faisant partie de la catégorie des «autres moyens dolosifs» et décrites par la juge Mclachlin. Au besoin, une référence aux principes du droit corporatif est faite. D'autres infractions, telles les commissions secrètes, les délits d'initiés et le vol sont examinées. La malhonnêteté en droit criminelle est davantage définie en relation avec le droit de propriété. Toutefois, le manque de loyauté se voulant également dénoncé, la notion d'intérêt de la compagnie, comme en matière de droit corporatif présente toute sa pertinence. / There presently is a problem regarding the comprehension of the concept of dishonesty relating to fraud. Fraud can be the result of deceit, falsehood or other fraudulent means. This last notion is determined objectively, by reference to what a reasonable person would consider to be a dishonest act. Considering that the notion of dishonesty has no definition, a confusion exists especially when it cornes to economic crimes. Due to the fact that directors are compelled to respect an obligation of good faith and loyalty, we will refer to the general principles that exist in corporate law in order to define what can be qualified as dishonest behaviour. The first part is a summary of the general principals relating to corporate law. In fuis part we describe sorne behaviours which are considered as dishonest. From this analysis, we have come to the conclusion that dishonesty is understood as being an obstacle to the common project ofthe investors, and not in relation to property. The second part relates to criminal law. Some of the behaviours that were described as being part of other fraudulent means by justice McLachlin are analyzed. A reference to the general principles of corporate law is made when needed. Other offences like secret commissions and insider trading are also part of the analysis. Dishonesty pertaining to criminal law is described in relation to property. However, a lack of loyalty being also denounced, the notion of the best interest of the company, as in corporate law, remains relevant.

Retailers increasingly are connecting with consumers using social media. This two-way, networked communication method facilitates word-of-mouth that may ultimately impact retailer loyalty. The purpose of this study was to examine motivations of consumers’ purchase intention from apparel Facebook retailers, and the relationship between purchase intention and loyalty. Consumer motivations were examined in terms of the utilitarian values of cost, convenience, and information and the hedonic values of experiential shopping, bargain perception, sociability, and curiosity. The relationship of purchase intention and loyalty also was investigated. The instrument was developed from existing scales drawn from literature. A consumer panel (N = 250) of Facebook users that connect to apparel retailers was used to collect data through an online Qualtrics survey. Statistical analysis included descriptive statistics of frequency and crosstab distributions, factor analysis, and regression analysis. Factor analysis resulted in four dimensions including convenience, information, experience, and bargains. All motivators were found to be significantly related to both purchase intention and loyalty for this consumer group. The variable with the strongest relationship to both purchase intention and loyalty was experience. Additionally, a strong relationship was found between purchase intention and loyalty. Lastly, practical business implications are reviewed, in addition to limitations of the study.

Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion: An engaging brand experience can be delivered by enabling seamless interaction between the consumer and the brand, involving the consumer with the brand at the consumer’s own will, and by ensuring that all the communication efforts as well as the content of each of the brand’s touch points is consistent. By delivering such brand experiences, positive attitudes and brand image; brand affect, can be generated and brand loyalty affected.

[pt] Este trabalho tem como objetivo principal avaliar, dentro do mercado brasileiro de telecomunicações, qual a relação existente entre a adoção do CRM (Customer Relationship Management) e a questão do incremento na satisfação, retenção e fidelização de Clientes. Para isso, através de entrevistas conduzidas com profissionais das áreas de Marketing, Atendimento ao Cliente e Tecnologia da Informação, buscou-se traçar um panorama geral, onde os seguintes aspectos foram levantados/avaliados: o entendimento das organizações pesquisadas frente às estratégias e ferramentas de CRM, o grau de maturidade das iniciativas de CRM nessas organizações, como essas organizações fazem uso das informações dos Clientes no sentido de conhecê-los melhor e, dessa forma fortalecer o relacionamento, criando barreiras à mudança e, por fim, como essas organizações enxergam o CRM enquanto ferramenta para aumento da satisfação, retenção e fidelização dos Clientes. As entrevistas revelam que as organizações acreditam no potencial do CRM mas que ainda há um caminho a ser percorrido no sentido de fazer do CRM uma ferramenta para incremento da satisfação, retenção e fidelização dos Clientes. / [en] This work aims to evaluate, inside the Brazilian telecommunications market, the existing relation between the adoption of the CRM and the question of satisfaction, retention and Consumers loyalty increment. For this, through interviews lead with Marketing, Customer Service and Information Technology executives, was figured out an overview, where the following aspects has been evaluated: the agreement of the researched organizations in relation to the strategies and CRM tools, the degree of maturity of the CRM initiatives in these organizations, how these organizations make use of the Customers information in order to understand them, and by this way, foster the relationship, creating barriers to the change and, finally, as these organizations discern the CRM while a tool for the increase of Customers satisfaction, retention and loyalty. The interviews disclose the organizations believe in the CRM potential; however there is a way to be covered in relation to make CRM a tool for the increment of Customers satisfaction, retention and loyalty.

近年来员工工作嵌入性在人员离职研究中受到广泛关注，虽然职内嵌入的效用在不同的文化环境和职业领域内得到了验证，职外嵌入性对人员自动离职的缓冲作用并没有得到一致的实证支持。基于认同理论和工作-家庭冲突的研究文献，本文提出假设，认为职外嵌入性对职内嵌入性与自动离职的关系起调节作用。与此同时，虽然员工离职的文献中涉及决策机制，决策机制的效用在实证中却甚少被验证。基于决策过程模型，作者假设员工的最大化或者满意化的倾向解释了职内嵌入减少人员离职的原因，同时假设冒险倾向调节职内嵌入与最大化倾向之间的关系，工作搜寻自我效能对职内嵌入与最大化倾向之间的关系产生抑制效应。本文采用实验和调查对假设进行了验证。 / 结果显示，职外嵌入性低的情形下，职内嵌入与人员离职意向负相关；职外嵌入性高时，职内嵌入与人员离职意向仍呈负相关，但关系较弱。职内嵌入与最大化倾向负相关，工作搜寻自我效能对最大化倾向产生影响，最大化倾向作为中介变量解释了职内嵌入对员工离职意向的影响。文章的结论部分对以上结果进行了解释，并探讨了本文在理论上与实践上的意义。 / Job embeddedness is a retention construct, which has received considerable amount of attention in turnover research. While the utility of on-the-job embeddedness has been extensively validated across different cultures and occupations, the buffering effect of off-the-job embeddedness has not been consistently supported. Drawing from identity theory and work-family conflict literature, the current study proposes an interaction effect of off-the-job embeddedness on the relationship between on-the-job embeddedness and turnover intention. Meanwhile, although the decision making mechanism has been identified in the turnover literature, it has not been adequately tested empirically. Based on the generalized decision process, I propose that employees’ maximizing/satisficing tendency explains why on-the-job embeddedness reduces turnover, and the process is moderated by risk propensity and suppressed by job search self-efficacy. / Hypotheses were generated on the relationships and tested, using data collected from an experiment using the student sample and a survey from employees working in IT companies. Results showed that the negative relationship between on-the-job embeddedness and turnover intention was weaker when off-the-job embeddedness was high, compared with the negative relationship in the condition that off-the-job embeddedness was low. Meanwhile, on-the-job embeddedness was negatively related to individual maximizing tendency, and the maximizing tendency mediated the relationship between on-the-job embeddedness and turnover intention. Job search self-efficacy also influenced individual maximizing tendency. The practical and theoretical implications, limitations and future research were discussed. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Gong, Yuanyuan. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 89-103). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract also in Chinese; appendix B in Chinese. / List of Figures --- p.iii / List of Tables --- p.iv / Abstract (English) --- p.v / ABSTRACT (CHINESE) --- p.vi / Acknowledgement --- p.vii / Chapter Chapter 1 --- Introduction --- p.1 / Chapter 1.1 --- Problem Statement --- p.2 / Chapter 1.2 --- Research Questions --- p.4 / Chapter CHAPTER 2 --- LIterature review and Theoretical Framework --- p.8 / Chapter 2.1 --- Turnover Studies --- p.11 / Chapter 2.1.1 --- Antecedents --- p.12 / Chapter 2.1.2 --- Turnover Studies - Processes --- p.15 / Chapter 2.1.3 --- Summary of turnover studies --- p.18 / Chapter 2.2 --- Definition of Job Embeddedness --- p.19 / Chapter 2.2.2 --- Fit --- p.20 / Chapter 2.2.3 --- Sacrifice --- p.20 / Chapter 2.3 --- Empirical Evidence of On-the-job Embeddedness --- p.22 / Chapter 2.4 --- Off-the-job Embeddedness and Turnover --- p.23 / Chapter 2.5 --- On-the-job Embeddedness and Turnover Process --- p.28 / Chapter 2.5.1 --- Job choice models --- p.29 / Chapter 2.5.2 --- Maximizing and satisficing --- p.31 / Chapter 2.6 --- Job Choice Tendency in Turnover --- p.32 / Chapter 2.6.1 --- On-the-job embeddedness and maximizing tendency --- p.33 / Chapter 2.6.2 --- Job search tendency and employee turnover --- p.35 / Chapter 2.6.3 --- The mediating role of maximizing tendency --- p.37 / Chapter 2.7 --- Moderating Role of Risk Propensity --- p.38 / Chapter 2.8 --- Job Search Self-efficacy - An Alternative Perspective --- p.40 / Chapter 2.9 --- Summary of Hypotheses --- p.42 / Chapter Chapter 3 --- Methods --- p.43 / Chapter 3.1 --- Study 1 The Experiment --- p.43 / Chapter 3.1.1 --- Participants --- p.43 / Chapter 3.1.2 --- Experimental design and procedures --- p.43 / Chapter 3.1.3 --- Results --- p.45 / Chapter 3.2 --- Study 2 The Survey --- p.47 / Chapter 3.2.1 --- Participants and procedure --- p.47 / Chapter 3.2.2 --- Measures --- p.48 / Chapter CHAPTER 4 --- RESULTS --- p.52 / Chapter 4.1 --- Correlations --- p.52 / Chapter 4.2 --- Factor Analysis --- p.54 / Chapter 4.3 --- Hypotheses Testing --- p.59 / Chapter 4.4 --- Post Hoc Analysis --- p.67 / Chapter Chapter 5 --- Discussion and conclusion --- p.73 / Chapter 5.1 --- Key Findings --- p.74 / Chapter 5.1.1 --- Off-the job embeddedness as a moderator --- p.74 / Chapter 5.1.2 --- The mediating role of maximizing tendency --- p.77 / Chapter 5.1.3 --- The moderating role of risk propensity --- p.79 / Chapter 5.2 --- Theoretical Implications --- p.80 / Chapter 5.3 --- Practical Implications --- p.83 / Chapter 5.4 --- Limitations --- p.84 / Chapter 5.5 --- Future Research --- p.86 / Chapter 5.6 --- Conclusion --- p.88 / REFERENCES --- p.89 / Chapter APPENDIX A --- Scenarios used in the experiment --- p.104 / Chapter APPENDIX B --- Questionnaire used in the survey (Chinese version) --- p.106

La recherche de variété est un comportement par lequel le consommateur va changer dans le choix de ses produits. Cette définition implique une opposition à la fidélité (le rachat du même produit) et une approche intertemporelle (les changements se font par rapport à une situation normale ou habituelle). Notre étude propose un nouveau cadre d'analyse qui n'oppose pas systématiquement la fidélité et la recherche de variété : nous distinguons d'une part le cadre temporel de la recherche de variété (intertemporel ou instantané) et d'autre part le « niveau » d'expression du comportement (entre produits d'une marque ou entre marques). Ainsi, nous identifions 4 formes de recherche de variété qui coexistent théoriquement à l'intérieur d'un marché. Parmi celles-ci, nous concentrons notre analyse sur la recherche de variété intramarque, qui est une conséquence directe de la fidélité à la marque, en s'exprimant à l'intérieur de sa gamme. Les résultats de deux modèles de choix (un modèle Logit multinomial et un modèle Logit multivarié) caractérisent et approfondissent un résultat classique : les consommateurs manifestent simultanément un comportement de fidélité (recherche de variété intramarque) et d'infidélité aux marques (recherche de variété intermarques). Nous discutons des implications managériales de ces comportements : soit la fidélisation des marques n'est pas efficace pour les consommateurs, soit les marques sont positionnées sur des segments différents et de fait, les gammes proposées, aussi larges qu'elles soient, ne permettront pas l'expression de la recherche de variété individuelle. / Variety-seeking is a behavior which appears when a consumer switches in his choices of products. This definition involves an opposition to loyalty (i.e. repeat-buying) and a longitudinal view (i.e. the consumer switches in comparison to a “normal” or “regular” choice). Our study proposes a new conceptual framework which doesn't oppose systematically loyalty and variety-seeking: on one hand, we distinguish the temporal framework of variety-seeking (i.e. longitudinal or instantaneous), and on other hand, the “level” where variety-seeking appears (within a brand's products line or within brands). So, we identify 4 types of variety-seeking which coexist theoretically within a market. Among these one, we concentrate our analysis on “intrabrand variety-seeking”. This behavior is a direct consequence of loyalty, by appearing within its line. The results of two discrete choice models (a multinomial Logit model and a multivariate Logit model) explore more deeply a classical result: consumers are simulteaneously loyals (intrabrand variety-seeking) and non-loyals (interbrand variety-seeking) to brands. We then discuss theconsequences of these behaviors: either brands' loyalty programs are not successful for consumers in the category, or brands are positioned on different sub-markets, and so, their lines, as wide as they are, don't allow individual variety-seekng.

With the explosion of social media platforms in the interactive digital media realm and companies increased comprehension of the importance of having loyal customers, the question of social media usage in developing customer loyalty has become more and more prominent. Since social media allows firms to engage directly with the end‐consumer at a relatively low cost and with a higher level of efficiency, it is particularly important for small online branded retailers with limited marketing and PR budgets. The purpose of this study is to research how the use of social media can enhance customer loyalty on the Internet. A both qualitative and quantitative approach to data collection and interpretation form the methodological basis of the study. An in‐depth interview was conducted with small online branded retailer L’Homme Rouge to get an understanding of the brands current social media usage as well as future goals and aspirations. An online survey was conducted with L’Homme Rouge’s customers to examine their opinion concerning brands and social media as well as L’Homme Rouge’s social media usage. A total of 82 questionnaires were collected from customers in the age 20‐30 years. The findings indicate that small online branded retailer L’Homme Rouge has a good understanding of what their customers want to see on their social media platforms. This provide them with the possibility to post and upload content that the consumers value. However, the retailer to a certain extent lack knowledge of which factors are important for customers to be loyal and consequently how social media can be used to enhance customer loyalty. The study has found that gaining trust as well as getting customers to recommend a brand, are two important factors in terms of establishing customer loyalty on the Internet. Due to its interactive nature, which is useful for establishing relationships as well as sharing content, the study further provides compelling evidence that social media is an effective tool when it comes to trust and recommendations. The study concludes by presenting various suggestions that small online branded retailers can use to develop and maintain customer loyalty on the Internet. The fact that only one small online branded retailer was examined means that the exploratory findings need to be investigated more rigorously. A larger sample, including more online branded retailers, would permit a more detailed exploration of customer loyalty and social media and further strengthen and extend the results. / Program: Master Programme in Fashion Management