Publicação
Consumer brand relationships: the determinants of brand loyalty in the context of football clubs
| Resumo: | The present research resides within the field of consumer brand relationships and is grounded in the Service dominant logic (S-D logic) marketing stance as framework. Following the realisation of a lack of works in this novel marketing approach addressing the area of emotions with service brands, the present research aims to fill this gap by achieving a more comprehensive knowledge of the underlying components responsible for the occurrence of brand loyalty with emotion-laden brands, and for the emotional consequences and attitudes the supporters of the brand are faced with. This was addressed by following an exploratory approach on a single industry (i.e. football) in the European context. Where, the primary unit of analysis of this research is the individual as a resource integrator/beneficiary as part of a wider social network engaged with the brand. Integrating the emerging view on consumer brand relationship theory where brands are dynamic and actively co-created entities that evolve with consumers and cultures in kind (Allen et al., 2008) and in line with theoretical framework of this research, S-D logic. Therefore, a bibliometric study was initially carried out on the S-D logic literature, followed by a critical review of the research areas that underpinned this research, which collectively defined the implementation of the subsequent research stages. Resulting in a mix methods approach, comprising of a qualitative study with 46 interviews on three Portuguese football clubs and a quantitative study with 842 respondents across six European countries. A service brand model is proposed where brand loyalty is built from the interaction of the five constructs identified (brand associations, involvement, satisfaction, emotional attachment, and trust), with emotional attachment representing a crucial construct. Providing brand managers, the knowledge on how to improve the level of relationship between the organisation and its consumers. Moreover, this research brings to the forefront of S-D logic research the consumer brand relationship realm, more specifically the concept of emotions with service brands. |
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| Autores principais: | Silva, Nuno Sérgio Vinhas da |
| Assunto: | Service dominant logic Bibliometric studies Consumer brand relationships Brand loyalty Emotional attachment Gestão da marca Comportamento do consumidor Preferência do consumidor Emoção Bibliometria Futebol |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The present research resides within the field of consumer brand relationships and is grounded in the Service dominant logic (S-D logic) marketing stance as framework. Following the realisation of a lack of works in this novel marketing approach addressing the area of emotions with service brands, the present research aims to fill this gap by achieving a more comprehensive knowledge of the underlying components responsible for the occurrence of brand loyalty with emotion-laden brands, and for the emotional consequences and attitudes the supporters of the brand are faced with. This was addressed by following an exploratory approach on a single industry (i.e. football) in the European context. Where, the primary unit of analysis of this research is the individual as a resource integrator/beneficiary as part of a wider social network engaged with the brand. Integrating the emerging view on consumer brand relationship theory where brands are dynamic and actively co-created entities that evolve with consumers and cultures in kind (Allen et al., 2008) and in line with theoretical framework of this research, S-D logic. Therefore, a bibliometric study was initially carried out on the S-D logic literature, followed by a critical review of the research areas that underpinned this research, which collectively defined the implementation of the subsequent research stages. Resulting in a mix methods approach, comprising of a qualitative study with 46 interviews on three Portuguese football clubs and a quantitative study with 842 respondents across six European countries. A service brand model is proposed where brand loyalty is built from the interaction of the five constructs identified (brand associations, involvement, satisfaction, emotional attachment, and trust), with emotional attachment representing a crucial construct. Providing brand managers, the knowledge on how to improve the level of relationship between the organisation and its consumers. Moreover, this research brings to the forefront of S-D logic research the consumer brand relationship realm, more specifically the concept of emotions with service brands. |
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