| 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
|
Castillo_Thesis_A1b.pdf