This research introduces the concept of “brand addiction” as a new marketing construct. Employing conceptual development, the concept of brand addiction is defined as a psychological state that entails an obsessive relationship between the consumer and a specific brand. To examine the phenomenon of brand addiction, the present research was designed based on a partial sequential mixed methods research in which a qualitative study was followed by a quantitative study. Arguing that research on brand addiction should be built based on an understanding of how consumers experience this phenomenon in reality, the research incorporated a series of four qualitative focus group studies to uncover the possible core features, motives, and consequences of the brand addiction prototype using discursive psychological perspective. Survey data were subsequently used to generate the brand addiction measurement scale and to test the brand addiction theoretical model. Using exploratory and confirmatory factor analyses, the brand addiction measurement scale employed 14 core elements. In addition to the brand addiction core features, the brand addiction prototype comprises brand trust, ideal, and actual self-image congruence and fashion interest as its antecedents. Furthermore, the brand addiction prototype includes the feeling of guilt, appearance esteem, debt attitude, and life happiness as its consequences. This research concludes with a presentation and discussion of the theoretical and managerial implications. The research findings provide an understanding of and deep insights into the brand addiction phenomenon, thereby adding to the existing body of literature.

Consumers watch what a brand does, listen to what a brand says, and expect to make a meaningful connection with a brand via social media. Thus, creating effective and persuasive content on behalf of a brand to attract consumers becomes an important task for today’s marketers in social media. In this dissertation, brand information disclosure is defined as any communication of a brand’s relevant information, thoughts, and feelings, which are generated and deliberately disclosed by marketers. Further, disclosing perceived backstage of a brand by showing various behind-the-scenes information is proposed as a unique type of brand information disclosure, which is interpreted as a higher degree of brand information disclosure. Motivated by the integral role of self-disclosure in interpersonal relationships, the purpose of this dissertation study is to investigate the influence of a brand’s disclosure of perceived backstage information through social media. Specifically, this study explored how the degree and the scarcity of information disclosure would influence on consumer’s intimacy, liking, and trust toward a brand as well as consumer-brand relationship quality. Further, the study attempts to investigate the moderating role of consumer’s advertising skepticism on consumer responses. The findings from this dissertation study illustrate that degree of brand information disclosure is a significant influence on consumers’ brand evaluations and consumer-brand relationship quality in a social media environment. In addition, findings highlighted the influential role of the scarcity of information disclosure, depending upon the degree of information disclosure. Moreover, the findings evidenced how the consumer’s general advertising skepticism can play a significant role when consumers are exposed to information from the brand via social media. / text

The current research argues that brand commitment, a multidimensional construct consisting of brand attachment, long-term orientation, and intent to persist, is a better indicator of brand relationship strength than brand attachment alone. Brand commitment is a better indicator of brand relationship strength because it is able to predict brand relationship persistence, is influenced by important antecedents of brand relationship strength, and can explain the relationship between the antecedents of brand relationship strength and relationship persistence while brand attachment cannot. The current research employs survey methodology, SEM, and a between-subjects experimental design to test this argument. The results indicate that brand commitment predicts relationship persistence and reveal that long-term orientation and intent to persist are important predictors of relationship persistence. These findings contribute to the consumer-brand relationship literature by illustrating the importance of understanding all three of components of brand commitment.

Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South Africa. Celebrated for its multicultural and multilingual identity, South Africa recognises eleven official languages with English predominantly used across marketing activities. Despite a variety of research projects aimed at exploring consumer-brand relationship theory, there remains a gap in the knowledge regarding how languages impact the relationships that consumers form with brands. Previous research has been centred on the Western and Asian markets and has failed to address the challenges of the diverse South African market. Consumers experience an emotional link and a sense of attachment to their home language. This paper postulates that this connection extends to consumer-brand relationships and that language choice can, therefore, impact the formation and development of brand relationships. This paper sought to explore this theory, using qualitative research methods. In-depth interviews were conducted in order to collect information about consumers' experiences and feelings regarding this topic. Fourteen participants from various language groups were asked a series of open-ended questions and their responses recorded. Results demonstrated that the use of first languages can influence how consumers respond to brands and can affect a number of elements identified in the brand-relationship quality model. The analysis found a link between language use and brand relationship theory, finding that the use of consumers' mother tongues can lead to consumers developing relationship qualities including love and passion, self-connection and commitment. This demonstrates that language can play a significant role in impacting consumer-brand relationships. We, therefore, infer that language can potentially impact consumer-brand relationships, and that language choice has the power to impact how consumers build relationships with brands.

Introduire la marque, dans le cadre des relations de la franchise peut se révéler efficace si les pratiques du franchiseur pour influencer les décisions des franchisés se révèlent inefficaces. Cette recherche explore et examine la qualité de la relation franchisé-marque comme un médiateur de la relation entre les bénéfices de la marque perçus par le franchisé et leurs comportements de citoyenneté de marque. Une phase qualitative a été conduite, suivie par une analyse quantitative où un modèle conceptuel a été testé par des équations structurelles (PLS-SEM). L’enquête par questionnaire a été réalisée en France et en Indonésie. L’analyse montre que les bénéfices de la marque influencent significativement la qualité de relation franchisé-marque. La qualité de la relation franchise-marque est ainsi le principal mécanisme de médiation dans la relation entre les bénéfices de la marque et les comportements de citoyenneté de marque des franchisés. Cette recherche étend le paradigme de la relation de franchise en associant le rôle du franchisé et de la marque dans le cadre relationnel au-delà de la dyade traditionnelle franchisés/franchiseur. Les résultats montrent que les franchisés deviennent des supporteurs actifs de la marque au travers des actions franchiseur/franchisés lorsqu'ils sont liés de manière émotionnelle aux marques. Nous sommes conscients que la petite taille de notre échantillon est insuffisante pour tester notre modèle conceptuel complexe. Les recherches futures peuvent bénéficier en examinant le rôle de la relation franchisé-marque comme atténuateur des transgressions de la marque du franchiseur sur les intentions de renouveler le contrat de franchisé. / Introducing the brand in the context of franchise relationships prove effective since franchisor's practices to influence the decisions of franchisees are no longer as effective. This research aims to explore and examine the quality of franchisee-brand relationship as a mediator of the relationship between franchisee-perceived brand benefits and franchisee brand citizenship behaviours. A qualitative phase was conducted, followed by a quantitative analysis where a conceptual model was tested by structural equations (PLS-SEM). The survey was carried out in France and in Indonesia. The analysis shows that franchisee-perceived brand benefits significantly influence the quality of franchisee-brand relationships. The latter also acts as the key mediating mechanism in the relationship between franchisee-perceived brand benefits and franchisee brand citizenship behaviours. This research extends the franchise relationship paradigm by combining the role of the franchisee and the brand within the relational framework beyond the traditional franchisee-franchisor dyad. The results suggest that franchisees become active supporters of the brand through franchisor-franchisee actions when they are emotionally bonded with the brands. We are aware of the sample size relative insufficiency to fit our complex conceptual model with the data. Future research can benefit by examining the role of franchisee-brand relationship in altering the effect of franchisor brand transgressions on franchisee stay intention.

競爭激烈的市場上，產品差異化不再是銷售萬靈丹，廠商愈來愈注重維持與現有客戶的關係。關係行銷時代，企業想與其目標客戶建立緊密之關係，而「品牌」就是用來連結企業與顧客間之橋樑。品牌最重要的任務是與消費者建立關係，成功的品牌可以和顧客建立緊密關係。 / 本論文之研究目的在於探討訂價策略符合品牌關係規範與否，會如何影響消費者對訂價策略與品牌整體之評價。研究採用2x2實驗設計的方式，測試在不同關係情境（共榮關係、交易關係）及不同訂價方案（收費、不收費）下，消費者對該品牌之評價有何差異。研究發現品牌訂價方案違犯品牌關係規範時，消費者會給予品牌較差之評價。建議與客戶建立品牌關係後，企業一切活動需要密切遵守關係規範。廠商要努力維護良好品牌關係，進行遵守品牌關係規範之訂價方案與品牌活動。企業唯有密切遵守與顧客間應有之關係規範，這樣才能增加顧客對品牌之信任。企業應同時採取關係行銷策略，讓消費者願意跟品牌建立更親密之關係，甚至進而成為品牌之忠誠客戶。企業需維持忠誠顧客群之穩定度，並建立顧客資料庫，以便企業對其目標市場之客戶需求有更深入的認識，即時推出差異化產品滿足顧客需求，同時提升為消費者創造價值的能力。 / In the competitive market where product differentiation wouldn’t guarantee sales, companies care more about the relationships with their customers. At the age of relationship marketing, “brand” is the bridge to connect with the customers. Building relationship with the consumers is an important function of the brand. / The result of the experiments shows that a pricing strategy that is in violation of a relationship norm leads to a poorer evaluation by the consumers relative to the strategy that conforms to the relationship norm. People in a communal relationship evaluate the brand and its actions more positively when the action is in keeping with communal norms than when the action is in violation of communal norms.It’s suggest that once the brand build the relationship with their customers, in order not to hurt the relationship the brand’s actions should firmly comform to the brand relationship norms. Norm violation will cause consumer’s negative evaluation toward our brand. And consumers’ responses wew not limited to the specific brand’s action but extended to their overall brand evaluations as well. Companies should maintain the comformity between brand actions and their relationship norms which can keep the long-term relationship with the customers.

Abstract Background <img src="file:///page3image5064" /> <img src="file:///page3image5488" /> <img src="file:///page3image5648" /> <img src="file:///page3image5808" /> <img src="file:///page3image6232" /> <img src="file:///page3image6392" /> Branding is a significant asset for a company, and can provide a firm with sole association and a special meaning for the consumer. Consumer research generally stresses the idea of positive consumption of brands and a gap in the consumer behaviour studies regarding brand avoidance can be exemplified. Subsequently, brand avoidance has recently received more attention, as the importance to identify what brands consumers deliberately avoid is as valuable to recognize. In order to get a more comprehensive image of the market, the relevance to examine the drivers of service brand avoidance has been identified. Purpose The purpose of this paper is to investigate the drivers of why people deliberately avoid certain service brands. Based upon the purpose, three questions have been framed: What are the drivers of brand avoidance in the service industry? How can the drivers identified connect to previous research, primarily made by Lee et al. (2009b) and later revised by Knittel et al. (2016)? Is it possible to draw conclusions regarding all services? Method The thesis is mainly exploratory in its nature due to the insights that is required in order to investigate people’s behaviour. The data has been collected through 16 semi- structured interviews where participants have shared their stories connected to service brand avoidance. The data has then been interpreted and in most cases been connected to previous literature. Conclusion Most consumers avoid several types of service brands, both deliberately and unconsciously. The findings from interviews have been connected to previous literature, but also some new conclusions have been made regarding the service industry. Five categories with sub-themes have been identified and linked to earlier studies by Lee et al. (2009b) and Knittel et al. (2016); experiential, identity, moral, deficit-value, and marketing avoidance. The findings show a deeper knowledge of brand avoidance but solely in the service industry.

While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising. / text

With the continuing growth of consumer participation in brand activities in social media, social media marketers and researchers have sought to tap into consumer engagement and relationship building by creating interpersonal social media environments that can facilitate consumers’ sense of belonging or social relatedness. Although consumer engagement and relationship building have become mainstream research topics in social media, little is known about which marketing efforts brands should undertake in order to engage various consumers who have different motivations to engage with brands. The purpose of this research was to explore the mechanism by which consumer motivations and perceptions of social relatedness influence consumer engagement and relationship building in the context of social media. Three studies were conducted to examine whether the extent to which consumers’ experience of social relatedness in social media moderates the effects of self-determination on consumer engagement (i.e., intrinsic motivation and future intention) and relational outcomes (i.e., satisfaction, affective commitment, control mutuality, competence trust, and benevolence/integrity trust). The findings consistently showed that consumers’ perceptions of the social relatedness they experienced within social media moderated the effect of self-determination on intrinsic motivation and affective commitment. Specifically, the positive influence of social relatedness on consumers’ intrinsic motivation and affective commitment to brand activities was greater for consumers with a low level of self-determination than for those who were motivated by a high level of self-determination. Consumers with low levels of self-determination yielded greater intrinsic motivation and affective commitment when they experienced high perceived social relatedness than when they perceived low perceived relatedness. However, among brand followers in social media, the consumer self-determination × social relatedness interaction effects on the relational outcomes were greater for those who were high in self-determination than for those who were low in self-determination. Overall, this research highlights the importance of fulfilling consumers’ need for social relatedness in the context of social media, especially for those who are motivated to engage in brand activities via external factors. Further, findings of this research yield insights into segmenting consumers based on the level of consumer self-determination and consumer type. / text

Background: Companies nowadays cannot differentiate efficiently enough through their products, therefore require strong brand identities. Especially start-up companies without fully developed products rely on the brand identity to communicate efficiently with its potential customers. Purpose: The purpose of this paper is to describe the brand identity of a start-up by applying commonly used models of brand identity and to see the extent of applicability of these models in the case of a start-up. Design/Methodology/Approach: Qualitative research that includes semi-structured interviews with seven participants, where five interviewees work within the company and two interviewees who have a close working connection to it. Findings: The models used are to a small extent applicable in terms of brand personality and brand culture. A brand identity has been described from the same perspectives. Theoretical and Managerial Implication: Adjustment of existing models according to changes in business related settings is argued. Further establishment of the components of brand culture is recommended.