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Title Brand-person relationships : the link between brand loyalty and brand-person relationships
Author Castillo, Jessica
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 It is recognized that consumers develop a loyalty to some brands. Brand loyalty results in profitable sales for the firm, but they want consumers to build a deeper connection with brands. Consumers are also known to love a brand and build relationships with it. It is speculated that brands can have human characteristics that help form a relationship. For example, brands can be trustworthy when their quality is consistent. Through interviews this thesis investigates which characteristics are important in order to build a brand-person relationship.
Keywords Brand
Loyalty
Relationship
Rights Statement Copyright restrictions apply. Contact the author for permission to publish.
Extent 63 p. : ill. (some col.) ; 29 cm.
Note (thesis) Senior Thesis - Colorado College
Note (bibliography) Bibliography : p. 60-63
Publisher Colorado College
Place of Publication Colorado Springs, Colorado
Language eng
OCLC Identifier 159958145
Handle http://hdl.handle.net/10176/coccc:2952
 
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Created: Wed, 05 May 2010, 14:39:34 MST by Cindy Tappan . Detailed History