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21	Glamour Gone Awry: Exploring Brand HateAmong Millennials Towards LuxuryFashion Brands Muradyan, Lusine January 2024 (has links) Background - The concept of luxury has undergone significant transformation over time, withMillennials redefining what constitutes luxury in contemporary society. This study explores thephenomenon of brand hate among Millennials towards luxury fashion brands, examining theunderlying causes and implications for the industry. Purpose - This study aims to examine the literature on negative brand relationships, focusingspecifically on the key factors contributing to brand hate. It centers on two primary aspects: the causes that lead to brand hate and the resulting outcomes of these negative sentiments. Design, methodology, approach - The data collection was conducted via a web-based survey,gathering responses from diverse social media platforms and relevant forums. Structuralequation modeling and multigroup analysis was employed for the data analysis. Findings - This study proposes brand hate as a central concept, identifying four key factors thatcontribute to its development: symbolic incongruity, ideological incompatibility, negative pastexperiences, and brand inauthenticity. Additionally, it highlights the outcomes of brand hate,which include negative word of mouth, brand aversion, brand switching, and brand retaliation. Originality - This study contributes to the understanding of negative consumer-brandrelationships by focusing on the key factors that drive feelings of hatred. Brand hate fashion luxury brands millennials negative consumer-brand relationships brand hate antecedents brand hate outcomes. Business Administration Företagsekonomi
22	We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships Wanderoy Göransson, Nikki, E Kibtia, Maria January 2018 (has links) Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. In total, the study received 102 respondents. Conclusion: The study found support for previous studies regarding events having an effect on the customer-brand relationships. However, this study also found that events have a particular effect on the emotional aspects of the theories used in the study, which are believed to lead to stronger relationships. Relationship marketing event marketing customers brands customer-brand relationships events emotional affective cognitive Relationsmarknadsföring eventmarknadsföring kunder varumärke varumärke-kund relationer event affektiv kognitiv Business Administration Företagsekonomi

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Glamour Gone Awry: Exploring Brand HateAmong Millennials Towards LuxuryFashion Brands

We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships