The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs?
The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR contextthe consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBIincluding a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered.
The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the managers role is consideredthereby providing managerial and theoretical implications.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-01262010-125830 |
| Date | 27 January 2010 |
| Creators | Foster, Jamye |
| Contributors | Kennedy, Philip Lynn, Hicks, Jason L., Burns, Alvin C., Folse, Judith Anne Garretson, Black, William C. |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-01262010-125830/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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