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| 099 | 9 | _aAIT Diss. no.DBA-SOM-24-13 | |
| 100 | 1 | _aThapa, Deeptangshu | |
| 245 | 1 | 0 |
_aBrand love : _bexploring relationships with environmental, social and governance (ESG) |
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_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2024 |
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_a219 leaves : _bill.+ _e1 online resource |
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_aDissertation ; _vno. DBA-SOM-24-13 |
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| 500 | _aA dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration, School of Management | ||
| 502 | _aThesis (Ph.D.) - Asian Institute of Technology, 2024 | ||
| 520 | _aBrand love is getting noticed in marketing and brand management amidst managers and academicians. As the liking and satisfaction of consumer{u2019}s did not suffice to build a long-term customer-brand relationship, newer concepts began to evolve. The founding studies pointed at love being the principal element of a successful relationship. Thereon, the literature contributions build the significance of the construct, brand love as a distinctive one. Research studies contribute with factors contributing to the concept with various antecedents and consequences. Considering the evolution of this concept, the following study reviews the impression of love in general with the aim of investigating its application into the world of branding while focusing specifically on various key drivers of such love-like relationship {u2013} E.S.G, brand purpose, authenticity, trust, and brand self-integration. The literature contributions, including the antecedents and consequences are summarized with mention of the theories from psychology for operationalization. The conceptual model is presented along with the measurement scales and items to validate the framework. Recent studies direct the attention towards the emerging concepts of E.S.G and brand purpose. They play a significant role for driving positive attitude towards a brand, which if fueled well results in brand love. However, academic research is not abundant, thus a study of this nature is more exploratory and will indicate meaningful contribution to brand managers. Research study on E.S.G and its effects on brand love has been investigated for successful application during the practice of brand management. The study uses quantitative survey to understand the E.S.G customer{u2019}s brand perception and customer{u2019}s brand love. The sample size was 350 respondents for this study, belonging to the millennial generational cohort in Nepal. Data was analyzed through SEM-AMOS analysis and revealed that E.S.G customer{u2019}s perception has a statistically significant influence on customer{u2019}s brand love. Brand love has a significant relationship with eWOM, resistance to negative information and non-willingness to switch to competitive brands. | ||
| 650 | 0 | _aRelationship marketing | |
| 650 | 0 | _aBrand loyalty | |
| 650 | 0 |
_aCustomer relations _xManagement |
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| 700 | 1 |
_aTocquer, Gerard, _eChairperson |
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| 700 | 0 |
_aVimolwan Yukongdi, _eExamination Committee |
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| 700 | 1 |
_aSantoso, Djoen San, _eExamination Committee |
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_aAIT Scholarship, _eScholarship Donor |
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_aAsian Institute of Technology. _tDissertation ; _vno. DBA-SOM-24-13 |
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_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B21809 |
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