The impact of brand love in building brand loyalty among young consumers
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The impact of brand love in building brand loyalty among young consumers
FEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers ngAdvisor:Amelia Maria Pinto da Cunha Brandão, PhD2017Biographical NoteAna Rita Martins de Sousa was born on 27,h june of 1992.In 2013 she graduated from Faculdade de Letras da Universidade do Porto with a Licenciate Degree in Communication Sciences.During her curricular experience, she did an inter The impact of brand love in building brand loyalty among young consumers nship in Jornal de Noticias. in the online section of the publication. She also developed some pieces to International and Culture sections. Also, inThe impact of brand love in building brand loyalty among young consumers
the same year, she collaborated as a Communication and Marketing Assistant in AP I PORTUGAL - Language Services, a translation company based in OportoFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers and business relations with language service companies worldwide.In 2014. she started frequenting the Master in Marketing of Faculdade de Economia da Universidade do Porto, which includes the following Master Dissertation.In 2016. she was selected as one of the finalists representing Faculdade de E The impact of brand love in building brand loyalty among young consumers conomia da Universidade do Porto at L'Oreal Brandstorm Challenge.In the same year, she started an internship in Marketing Direction of Sonae MC. CurreThe impact of brand love in building brand loyalty among young consumers
ntly, she is Brand Manager Assistant in the same marketing department representing K.ASA. Bagga. Contemporal and Seguros Continente brands. She’s alsoFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers s to my supervisor. Professor Amelia Maria Pinto da Cunha Brandào for all the support, help and advices during this journey which has nor been easy all the way. She made sure 1 was always kept me inner strength and never give up.To my family, in particular to my parents and siblings, for being a sta The impact of brand love in building brand loyalty among young consumers ble rock all along the way. They always believed in me and helped me during the most difficult parts of this journey. Thank you for all the right-hug-The impact of brand love in building brand loyalty among young consumers
time.To all my friends, whom I have been neglecting for the past months. Thank you for always believing and supporting me and for being always comprehFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers ou for all the times they offered to help or just to know how 1 was doing. Their recognition and support, kept me on track.Last but not least, to Pedro. Thank you for always believing in me even when I didn't. Thank you for the support in the moments of more stress or the limes I became so bad-tempe The impact of brand love in building brand loyalty among young consumers red and blue. Thank you for being suportive about all the things 1 had to make you miss.iiiAbstractPurpose - The purpose of this investigation is to uThe impact of brand love in building brand loyalty among young consumers
nderstand how brand love can influence brand loyalty among young consumers, considering engagement constructs and social networks. Is brand love effecFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers ment on social networks reflect millennials love of brands? These are some of the dimensions we try to answer with this study that covers a never seen model covering several constructs of the extant literature w ith the main focus on Brand Love.Research design/ Methodology - To collect data we condu The impact of brand love in building brand loyalty among young consumers cted two online surveys. These two surveys were identical, only differentiating for covering two different brand categories: Fashion and Technology. TThe impact of brand love in building brand loyalty among young consumers
he objective to them compare different studies. The surveys were sent by email to all Portuguese universities, but there are only track of being distrFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers nalyses of results and hypotheses test were made by using the Structural Equation Model (SEM). The comparison between studies were made using multi-group analysis.Findings - Il was found a positive direct impact of all constructs between the relations we created with this model. Consequently all hyp The impact of brand love in building brand loyalty among young consumers othesis were tested. Consumers' Brand Related Social Media Content was proved to have a direct impact on Social Interactive Brands and Brand Loyalty.The impact of brand love in building brand loyalty among young consumers
Social Interactive Brands were proved to have a direct impact on Emotional Attachment and Self Expressive Brands which also proved direct impact on BrFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in Marketin The impact of brand love in building brand loyalty among young consumers Word of Mouth.Research contribution - The main contribution of this investigation to research is the new model proposed. Besides all relationships are not proved in literature, in this investigation we proved that all the relations established are validated with significant correlations. The result The impact of brand love in building brand loyalty among young consumers s aim to provide tools for brand managers adopt important strategies concerning brand love in social media.KeywordsBrand Love • Brand Loyalty • BrandThe impact of brand love in building brand loyalty among young consumers
Emotion • Brand Attachment • Word-of Mouth • Self-Expressive Brands • Consumer Engagement • Social Interactive BrandsivTable of ContentsBiographical NFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in MarketinFEPEC0N0MIA E GESTÂOThe impact of brand love in building brand loyalty among young consumersbyAna Rita Martins de SousaMaster Dissertation in MarketinGọi ngay
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