The study presented here delves into the integration of Autonomous Sensory Meridian Response (ASMR) content into fashion marketing strategies, with a specific focus on the renowned luxury brand Hermès. ASMR is a perceptual phenomenon characterized by tingling sensations and feelings of relaxation triggered by certain audio visual stimuli. This research investigates how luxury brand enthusiasts perceive and engage with ASMR content within the context of Hermès' marketing communications. By delving into the interplay between sensory experiences, brand perception, and consumer engagement. The introduction introduces the concept of ASMR and its parallel with synesthesia in terms of individual variability. It also addresses scepticism toward non-universal experiences like ASMR and highlights people's divergent reactions towards it. The relevance of studying ASMR in the marketing context is outlined, with an emphasis on the challenge of integrating personal ASMR experiences into branding strategies.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-05-22T16:48:03Z No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5) / Made available in DSpace on 2017-05-22T16:48:03Z (GMT). No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5) Previous issue date: 2016-12-16 / Fans of sports team gets excited, interacts with others fans, buys to show their belonginess on that social group. However not necessarily this actions means that the individual is really a fan, that celebrates victories and suffers on losses. What difference a fan of a well-wishing is the love to the team (adapted from brand love) and the level of identification. The research, so, intended, at first, to measure the brand love differences between Brazilians fans of national teams and of foreigner teams. Likewise, intended to understand the differences on team identification and purchase intention on these same groups. That distinction is necessary because some numbers shows that Brazilians interest in foreigner teams and diverse sports is growing, so the research wished to investigate if there are Brazilians really being fans of foreigner teams or if they are just enthusiasts. The theoretical concepts that sustained the study were brand love, team identification and purchase intention as a consequent of both. A confirmatory factorial analysis and a structural equation modeling were applied. Results showed that there are no differences between brand love and team identification on Brazilians fans of national teams and Brazilian fans of foreigner teams. The last group’s purchase intention was bigger, by the way. / A torcida de times esportivos se emociona, interage com os demais e consome como forma de exibir seu pertencimento àquele grupo social. Porém não necessariamente a realização destas ações significa que o indivíduo é realmente um torcedor, que celebra as vitórias e sofre nas derrotas. O que diferencia torcedores de simpatizantes é o amor ao time, adaptado do brand love (amor à marca) e o grau de identificação com este. A pesquisa, então, pretendeu, em um primeiro momento, mensurar as diferenças entre o brand love de torcedores brasileiros a times nacionais e a times estrangeiros. Igualmente se objetivou entender as diferenças nestes mesmos grupos à identificação com o time e à intenção de compra. Tal distinção se fez necessária pelo fato de alguns números mostrarem o aumento do interesse de brasileiros por times estrangeiros e modalidades variadas, então se pretendeu investigar se há realmente brasileiros torcendo para times estrangeiros ou se são apenas entusiastas. Os conceitos teóricos que ampararam o estudo são o brand love, a identificação com o time e a intenção de compra como consequência a ambos. Foi aplicada análise fatorial confirmatória e modelagem de equações estruturais. Os resultados mostraram que não existe diferenças entre o brand love e a identificação com o time para torcedores de times nacionais e de times estrangeiros, o que comprova a existência de brasileiros que são realmente torcedores de times de fora do país. A intenção de compra deste grupo se mostrou maior, inclusive.

Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. Cool brands can be recognized by the attributes extraordinary, aesthetically appealing, energetic, high status, original, authentic, rebellious, subcultural, iconic, and popular. The formation of cool brands and its consequences has been encouraged to be further investigated in prior research. This study incorporates consequences following brand coolness into the value-attitude-behavior model to see the degree of association with increased willingness-to-pay. Purpose: The purpose of this study is to increase the understanding of brand coolness and its impact on the willingness-to-pay through consumers’ values, attitudes and behavior. Methodology: This study uses a quantitative research approach, conducting an online questionnaire with 202 respondents. The data from the questionnaire is then analysed through descriptive statistics, correlation- and bivariate regression analyses.   Findings: The main findings of this study is that all of the five measured brand coolness concepts within values, attitudes and behavior have a significant association with increased willingness-to-pay. The study strengthens prior findings in the research area of brand coolness and adds new knowledge regarding the possible order of prioritization when aiming to increase willingness-to-pay. Managerial implications: The results of the study enables to present an order of prioritization for companies to use when aiming to increase the willingness-to-pay through developed brand coolness. In order to maximize the increase of willingness to make a financial sacrifice for the brand the focus should mainly be on increasing brand love and brand attitude, followed by word-of-mouth, status and self-brand connection.

Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. The purpose of this study has been to enhance the understanding of how brand love influences men’s perception when exposed to influencer marketing and celebrity endorsement on Instagram. Additionally, the aim was to examine if influencer marketing or celebrity endorsement was most appropriate when marketing brands.    The method for this thesis was a qualitative approach by interviewing men in focus groups. The empirical findings were analyzed together with the literature in order to find thematics. The conclusions from the analysis was men do not experience brand love in the same capacity as the literature describes. However their emotional preferences and connections can still influence how they view brands being marketed on Instagram by an influencer or celebrity endorser. Men tend to trust celebrity endorsement more compared to influencer marketing regardless of gender, as they are viewed as more professional aligned with source credibility. However, the empirical findings showed men do not feel a need for male influencers. A reason why brands need to rethink marketing through endorsers.

El objetivo de este estudio es desarrollar un modelo que integre las variables de Brand Experience, Brand Love y Customer Satisfaction, en relación a Brand Loyalty en la categoría de ropa deportiva. Por lo tanto, este estudio desarrolla y prueba empíricamente un modelo de investigación que integre los constructos de Brand experience y otros constructos intermediarios como Brand Love & Customer Satisfaction y su relación con el constructo del Brand Loyalty en la categoría de ropa deportiva. Además, la presente investigación será cuantitativa para demostrar la relación de las variables establecidas. Al mismo tiempo, el estudio utilizado se basará en un diseño transversal porque se realiza en un periodo de tiempo determinado. Los datos de la encuesta se recopilaron de 400 jóvenes hombres y mujeres de la ciudad de Lima, que compran constantemente ropa deportiva. Los datos se analizaron utilizando un modelo de regresión lineal, además de aplicar una muestra no probabilística. Se utilizará la escala de Likert del 1-7. / The objective of this study is to develop a model that integrates the variables of Brand Experience, Brand Love and Customer Satisfaction, in relation to Brand Loyalty in the sportswear category. Therefore, this study develops and empirically tests a research model that integrates the Brand experience constructs and other intermediary constructs such as Brand Love & Customer Satisfaction and their relationship with the Brand Loyalty construct in the sportswear category. In addition, the present investigation will be quantitative to demonstrate the relationship of the established variables. At the same time, the study used will be based on a cross-sectional design because it is carried out in a certain period of time. The survey data was collected from 400 young men and women in the city of Lima, who constantly buy sportswear. The data were analyzed using a linear regression model, in addition to applying a non-probabilistic sample. The 1-7 Likert scale will be used. / Trabajo de investigación

Syfte: Att skapa lojala kunder i dagens samhälle har blivit allt mer komplext till följd av e-handelns framfart. Relationen mellan konsument och varumärke var förr fokuserad vid pris och kvalitet. På senare tid visar studier att området kring långvariga relationer är komplexare än så. Mer mjuka värden i form av emotionella faktorer har visat sig spela en avgörande roll i företagens strävan att skapa relationer och lönsamhet på längre sikt. Studiens syfte är att undersöka de emotionella faktorer som påverkar konsumenters varumärkeslojalitet och långvariga relationer. Metod: I studien används en kvantitativ metod där en enkätundersökning publiceras för sportintresserade konsumenter. Data kopplat till faktorerna varumärkeslojalitet, varumärkeskärlek, emotionell anknytning samt funktionalitet samlades in och analyserades med hjälp av en multipel regressionsanalys. Flera T-tester genomfördes även för att påvisa eventuella skillnader i varumärkeslojalitet mellan varumärken och generationer. Resultat & slutsats: Resultatet av den multipla regressionsanalysen tyder på att det finns ett samband mellan varumärkeslojalitet och emotionell anknytning samt varumärkeskärlek. Vidare redovisas en skillnad i hur de olika varumärkena uppfattas när det kommer till emotionellt och funktionellt. Den yngre generationen visar även på en högre varumärkeslojalitet baserat på de två sportvarumärkena som undersöks. Teoretiskt- och praktiskt bidrag: Vårt bidrag till forskningen är att ge en bredare kunskap till det komplexa området som varumärkeslojalitet och långvariga relationer är. Få studier i Sverige har forskat kring de emotionella faktorerna som påverkar varumärkeslojalitet. På så sätt bidrar studien med relevant kunskap som företag och marknadsförare kan nyttja i verksamheterna. Fo¨rslag pa° framtida forskning: Studien avgränsar sig till den svenska sportbranschen där majoriteten av respondenterna befinner sig i 20-30 års ålder. Vidare forskning föreslår att nå ut till den äldre generationen för att påvisa eventuella skillnader i resultatet. I denna och tidigare studier undersöks kläder inom sportbranschen och lyxvarubranschen. Fortsatta studier rekommenderas att undersöka andra branscher och områden där livsmedelsbutiker ges som exempel. Vidare föreslås att ta in fler variabler som är direkt kopplade till varumärkeslojalitet. / Purpose: Creating loyal customers in today's society has become increasingly complex as a result of the progress of e-commerce. The relationship between consumer and brand used to be focused on price and quality. More recently, studies show that the field of long-term relationships is more complex than that. Softer values in the form of emotional factors have proven to play a decisive role in companies' efforts to create relationships and profitability in the longer term. The purpose of the study is to investigate the emotional factors that influence consumers' brand loyalty and long-term relationships. The language of the thesis is Swedish. Method: The study uses a quantitative method where a survey is published for consumers interested in sports. Data linked to the factors brand loyalty, brand love, emotional attachment and functionality were collected and analyzed using a multiple regression analysis. Several T-tests were also conducted to demonstrate any differences in brand loyalty between brands and generations. Results & conclusions: The results of the multiple regression analysis indicate that there is a relationship between brand loyalty and emotional attachment as well as brand love. Furthermore, the study shows differences in how consumers perceive the brands in terms of their functional and emotional aspects. The younger generation also shows a higher brand loyalty based on the two sports brands used in the study. Theoretical and practical contribution: Our contribution to the research is to provide a broader knowledge to the complex area of brand loyalty and long-term relationships. Few studies in Sweden have researched the emotional factors that influence brand loyalty. In this way, the study contributes relevant knowledge that companies and marketers can use in their operations. Suggestions for future research: The study is limited to the Swedish sports industry where the majority of respondents are in their 20s and 30s. Further research suggests reaching out to the older generation to demonstrate any differences in outcome. In this and previous studies, clothing in the sports industry and the luxury goods industry is examined. Further studies are recommended to investigate other industries and areas where grocery stores are given as an example. Furthermore, it is suggested to include more variables that are directly linked to brand loyalty.

Denna forskning undersöker rollen som varumärkeskommunikation på sociala medier har för ett nystartat företag och att förstå hur varumärkeskärlek kan skapas och utvecklas hos konsumenter. Genom att tillämpa teorierna varumärkeskapital och relationsmarknadsföring utifrån tre koncept inom marknadsföring, kan forskningen fokusera på att förstå hur konsumenterna interagerar med ett nystartat företag. Detta gjordes utifrån en kvalitativ ansats med universitetsstudenter för att diskutera deras uppfattning och upplevelser av det nystartade företaget Temu samt andra företag och varumärken. Resultaten visar att varumärkeskommunikation har en stor påverkan på sociala medier för hur det interagerar och engagerar kunder. Trots att respondenterna inte uttryckligen förklarar deras känslor gentemot varumärken visar datainsamlingen på indikationer för vad som uppskattas hos andra varumärken. Transparent kommunikation, brett sortiment och ömsesidig relation mellan företag och kunder är det som betonades vara betydelsefulla för att bygga och skapa relationer där möjligheten för varumärkeskärlek därefter kan utvecklas. Forskningen bidrar till förståelsen om hur nystartade företag kan använda varumärkeskommunikation på sociala medier för att etablera och stärka relationer med sina kunder för att utveckla varumärkeskärlek. / This research examines the role of brand communication on social media for a start-up company and to understand how brand love can be created and developed in consumers. By applying the theories of brand equity and relationship marketing to three marketing concepts, the research is able to focus on understanding how consumers interact with a start-up. This was done using a qualitative approach with university students to discuss their perceptions and experiences of the start-up Temu and other companies and brands. The results show that brand communication has a significant impact on social media in how it interacts and engages consumers. Although participants did not explicitly declare their feelings towards brands, the data collection shows indications of what was appreciated in other brands. Transparent communication, wide product range and mutually beneficial relationship between companies and customers are what were emphasized as important to build and create relationships where the possibility of brand love can develop. This research contributes to the understanding of how start-ups can use brand communication on social media to establish and strengthen relationships with their customers to develop brand love.

El trabajo presente consiste en un análisis de una gran variable denominada Brand experience y como esta se relaciona al purchase intention y brand loyalty. Además se busca identificar la correlación entre la gran variable y las variables independientes como el nivel de experiencia afectiva con una marca, la experiencia intelectual con respecto al consumo, la experiencia sensorial con la oportunidad de compra y, finalmente, la lealtad como resultado de una buena experiencia. Se propone realizar un estudio cuantitativo no probabilístico a una muestra de 400 consumidores de cerveza artesanal mediante enfoques bivariados y multivariados en SPSS y Smart Less. / The present work consists of an analysis of the variable Brand experience and how it is related to other variables such as Purchase Intention and Brand Loyalty. In addition, it seeks to identify the correlation between the large variable and the independent variables such as the level of affective experience with a brand, the intellectual experience with respect to consumption, the sensory experience and the opportunity to purchase and finally, loyalty as a result of a good experience. It is proposed to carry out a non probabilistic quantitative study to a sample of 400 craft beer consumers using bivariate and multivariate approaches in SPSS and Smart Less. / Trabajo de investigación

本研究以社會資本理論為基礎，探討品牌社群中社會資本對於品牌共鳴的影響，並以多種產業的品牌社群為研究對象，針對九個品牌社群發放問卷，抽樣方式為便利抽樣，共計回收250份有效問卷。所有樣本以線性結構模式進行分析(LSREL)後，獲得下列結論： 1. 社會資本的形成 社會資本的形成是有順序性的，必須先從結構面開始，進而影響群體的認知面，最後促進關係面，如此才可以讓成員對社群發展高參與和承諾。 2. 社群參與無法正向影響品牌社群承諾 積極參與品牌社群的活動，有可能只是為了滿足成員自己的關係需求。因此，不一定能把社群成員對其他成員的承諾轉為對整體品牌社群的承諾。 3. 品牌社群承諾的前因後果 社會資本的關係面與認知會提升成員的品牌社群成承諾，而品牌社群承諾會正向影響抵抗性與品牌愛慕。 4. 抵抗性、品牌愛慕與品牌共鳴的互相關聯 (一)、抵抗性與品牌愛慕正向影響品牌共鳴 品牌愛慕能正面影響顧客的品牌忠誠度、口碑效應，讓顧客對品牌事務有更高的參與動機；抵抗性則能加深成員對於品牌的情感，促使成員對於品牌的信念更加堅定。本研究證實，抵抗性與品牌愛慕都能幫助品牌共鳴的發展。 (二)、抵抗性正向影響品牌愛慕 顧客在抵抗針對品牌的負面訊息的過程中，抵抗性可以幫助顧客加深自身對於支持品牌的態度，使自己的信念更加堅定，有助於顧客對品牌產生更深層的情感。因此，本研究結果證實抵抗性能夠幫助品牌愛慕的發展。