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| Title |
Brand-relationships in the retail sector
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| Author |
Anderson, James Brian
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| Department |
Department of Economics and Business
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| Institution |
Colorado College
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| Degree Type |
bachelor
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| Degree Name |
Bachelor of Arts
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| Type of Resource |
text
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| Digital Origin |
reformatted digital
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| Date Accepted |
2007
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| Date Digitized |
2009
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| 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.
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| Keywords |
Marketing
Brand
Brand-relationship
Target
Wal-Mart
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| Rights Statement |
Copyright restrictions apply. Contact the author for permission to publish.
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| Extent |
101 p. : ill. ; 29 cm.
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| Note (thesis) |
Senior Thesis - Colorado College
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| Note (bibliography) |
Bibliography : p. 97-101
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| Publisher |
Colorado College
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| Place of Publication |
Colorado Springs, Colorado
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| Language |
eng
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| OCLC Identifier |
191851366
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| Handle |
http://hdl.handle.net/10176/coccc:2942
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| Attached Files |
| Name |
Description |
MIMEType |
Size |
Downloads |
Anderson_B_Thesis_A1b.pdf
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master |
application/pdf |
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0 |
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