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dc.contributor.advisorWooliscroft, Ben
dc.contributor.advisorHamlin, Rob
dc.contributor.authorLuo, Shanshan
dc.date.available2019-09-24T23:51:27Z
dc.date.copyright2019
dc.identifier.citationLuo, S. (2019). Consumers and Their Brand Love Relationships (Thesis, Doctor of Philosophy). University of Otago. Retrieved from http://hdl.handle.net/10523/9632en
dc.identifier.urihttp://hdl.handle.net/10523/9632
dc.description.abstractThis thesis contributes to the concept of consumer brand love relationship building. This thesis frames the consumer-brand love relationships in two forms: Firstly, the brand love relationship is similar to a close interpersonal relationship. Love is featured as closeness with brand love relationships, and this closeness is analogous to the closeness they experience in their close interpersonal relationships.Secondly, there is a correlation or a parallel that can be drawn between the brand love relationships and the spiritual relationship. Love is featured as spirituality in brand love relationships, and this corresponds with the features of spirituality in spiritual relationships. Consumers’ love of a brand is a desire and an emotional yearning for a special and unique brand relationship, which can help consumers expand themselves by including their brands in themselves. Consumers develop and maintain relationships with their loved brands by expanding their sense of self in conjunction with their loved brands’ functions, and also by expanding their cognitive abilities, their social identities and personal identities, and their awareness of their life purpose and the meaning of their life. In the meantime, culture is one of the influential factors in consumer brand love relationships, and it is considered in this thesis.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectConsumer Behaviour
dc.subjectBrand Love Relationship
dc.subjectNew Zealand
dc.subjectChinese
dc.titleConsumers and Their Brand Love Relationships
dc.typeThesis
dc.date.updated2019-09-24T23:23:44Z
dc.language.rfc3066en
thesis.degree.disciplinemarketing
thesis.degree.nameDoctor of Philosophy
thesis.degree.grantorUniversity of Otago
thesis.degree.levelDoctoral
otago.openaccessOpen
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