Relationship marketing practices have become ubiquitous in the consumer domain and their effects on various consumer behaviors are well documented. At the same time, branding strategies are widely utilized as well and their effect on consumer behavior is also well documented. What is not known is how relationship marketing strategies impact brand building activities or brand equity. This study addresses this gap in the literature by examining the brand equity scores of 46 brands collected from a convenience sample of 356 undergraduates at a Southeastern university. The effects of relationship marketing strategies on brand equity components are analyzed using a MANOVA technique. Findings provide mixed support for the hypothesized effects. Specifically, as a firm's use of social bonding strategies increases, there is a significant and positive effect on the brand equity components of brand awareness and perceived quality. Price incentive strategies and structural bonding strategies had no significant effect, positive or negative, on any of the brand equity components. / A Thesis submitted to the College of Communication and Information in partial
fulfillment of the requirements for the degree of Master of Science. / Degree Awarded: Fall Semester, 2009. / Date of Defense: September 18, 2009. / Brand Equity, Relationship Marketing, Branding / Includes bibliographical references. / Steven McClung, Professor Directing Thesis; Gary Heald, Committee Member; Michael Hartline, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_169052 |
| Contributors | Wolter, Jeremy S. (authoraut), McClung, Steven (professor directing thesis), Heald, Gary (committee member), Hartline, Michael (committee member), School of Communication (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
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