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Title Brand-relationships in the retail sector
Author Anderson, James Brian
Department Department of Economics and Business
Institution Colorado College
Degree Type bachelor
Degree Name Bachelor of Arts
Type of Resource text
Digital Origin reformatted digital
Date Accepted 2007
Date Digitized 2009
Abstract This thesis will study the brand-relationships that people have developed with Target Corporation and Wal-Mart Inc and why/how they have been generated. The thesis examined the seminal articles and journal publications of early brand academics and analyzes the current thought/evolution in brand-relationship theory. The methodology of the research implemented the case study format to determine the quality, strength, nature, and context in which these relationships have been formed. The research subject's observations, conversations, and body language demonstrate the importance of atmospheric qualities in the development of brand relationships. The development and management of store atmosphere is one of the ways Target has been able to develop superior love-based brand-relationships. The thesis also proves that when love-based brand-relationships have been developed customers consider the shopping experience a positive self-fulfilling life experience.
Keywords Marketing
Rights Statement Copyright restrictions apply. Contact the author for permission to publish.
Extent 101 p. : ill. ; 29 cm.
Note (thesis) Senior Thesis - Colorado College
Note (bibliography) Bibliography : p. 97-101
Publisher Colorado College
Place of Publication Colorado Springs, Colorado
Language eng
OCLC Identifier 191851366
Handle http://hdl.handle.net/10176/coccc:2942
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Created: Wed, 05 May 2010, 13:29:05 MST by Cindy Tappan . Detailed History