Advertising veteran and marketing expert Susan Fournier reflects on her seminal study on brand relationship theory and asserts that it's not just a metaphor. A man looks at his iPad outside an Apple store in downtown Shanghai. In science, size is everything. Studies that boast large samples are more likely to get accepted for publication, while research papers with few participants are usually tossed out, purportedly because their findings can't be projected onto the population with "confidence. Susan Fournier's groundbreaking study on brand relationships PDF is the clear exception.
New Research Says Queen Elizabeth’s Brand Bigger Than Oprah, Beyonce, Kim Kardashian
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Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason. This is the essence of the Lovemarks argument. If you want people to take action—whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another—you need to appeal to their emotions. How can we create the kind of appeal that makes people feel inspired or laugh or cry?
Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk avoidance. However, few studies have examined how brand relationship is related to risk avoidance. The purpose of this study is to investigate the influence of risk avoidance and gender on brand trust, brand credibility, brand loyalty, and brand choice overload.