Publicação
How does the consumers' perception of their body image influence their relationship with brands that promote body dissatisfaction?
| Resumo: | Markets such as the fashion industry are increasingly competitive, so it is necessary for companies to strengthen relationships with their customers to survive the competition. Consumers, however, generally only develop strong connections with brands with which they identify, which can be an obstacle for fashion brands that promote unrealistic beauty ideals and contribute to body dissatisfaction, since most people end up feeling excluded by the industry. However, no research has been done to determine whether brands’ promotion of body dissatisfaction has any effect on the development of customer relationships. Thus, this dissertation aims to fill this gap by examining the effects of fashion brands' promotion of body dissatisfaction, by accessing whether the resulting customers’ perceptions of their own body image have an impact on the quality of the developed customers' relationships, and in turn, how that quality affects brand hate and brand love. Data collection and analysis were carried out using a quantitative methodology, through an online survey based on articles by different authors. The findings indicate that the better the customer's perception of their body image, the higher their level of trust, commitment, and satisfaction with brands. This in turn, except for commitment, which favorably influences brand hate, has a positive influence on brand love and a negative influence on brand hate. Based on the outcomes of this study, managers must see the need to cease encouraging body dissatisfaction because stronger consumer- brand relationships are created when customers are more satisfied with their bodies. |
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| Autores principais: | Augusto, Marta Caramelo |
| Assunto: | Fashion brands Imagem corporal - -- Body image CRM Customer Relationship Management -- Brand hate Brand love Marca Moda Ódio à marca Amor à marca |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Markets such as the fashion industry are increasingly competitive, so it is necessary for companies to strengthen relationships with their customers to survive the competition. Consumers, however, generally only develop strong connections with brands with which they identify, which can be an obstacle for fashion brands that promote unrealistic beauty ideals and contribute to body dissatisfaction, since most people end up feeling excluded by the industry. However, no research has been done to determine whether brands’ promotion of body dissatisfaction has any effect on the development of customer relationships. Thus, this dissertation aims to fill this gap by examining the effects of fashion brands' promotion of body dissatisfaction, by accessing whether the resulting customers’ perceptions of their own body image have an impact on the quality of the developed customers' relationships, and in turn, how that quality affects brand hate and brand love. Data collection and analysis were carried out using a quantitative methodology, through an online survey based on articles by different authors. The findings indicate that the better the customer's perception of their body image, the higher their level of trust, commitment, and satisfaction with brands. This in turn, except for commitment, which favorably influences brand hate, has a positive influence on brand love and a negative influence on brand hate. Based on the outcomes of this study, managers must see the need to cease encouraging body dissatisfaction because stronger consumer- brand relationships are created when customers are more satisfied with their bodies. |
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