PG Dissertation Overview

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PG Dissertation Overview

  1. 1. University of Hertfordshire Business School MSc Marketing Strategic Brand Love Management: A conceptual model to monitor consumer – brand love relationships based on interpersonal love stylesAuthor: Deniz KurugolluStudent No: 10283502Supervisor: Neil GodfreySubmission Date: 22nd September 2011Ethics Number: BS/P/105-9/11Final Word Count: 14788University of Hertfordshire Dissertation (2011)
  2. 2. AbstractThe notion of love in marketing has been shown to attract attention recently. Studies haveproposed the use of interpersonal relationship analogy to develop the understanding of therelationship between consumers and brands. It has been acknowledged that consumers mayhave feelings of love towards consumption objects, including brands. However, many haveinvestigated similar concepts such as brand passion, emotional attachment, devotion, and soforth in the name of love. Fewer researches have adhered to the interpersonal love theoriesdirectly. This present study mainly combines the interpersonal love styles from two differenttheories. In line with marketers’ desire to form close consumer-brand relations so as to sustainprofitability, an interpersonal love-based conceptual model (map) from an all-inclusivestandpoint is proposed so as to produce valuable insight for marketers to understand, develop,enhance, and maintain their corresponding marketing/branding efforts. BlackBerry andiPhone are chosen for the present study. Primary research to test the proposed model isconducted through the netnography study and online survey. Data are collected from 260students, studying in the University of Hertfordshire, UK during the academic year 2010-2011. Factor analysis and relevant techniques are applied to the given data. Findings showthat interpersonal love analogy provides with a comprehensive explanation and interpretationopportunity for consumer-brand relationships. In particular, results reveal that BlackBerrylove is different from iPhone love. Both brands have strongly loyal lovers. However, the basisof loyalty appears to be different. iPhone lovers are more passionately committed to theirphones, whereas BlackBerry lovers seem to be more pragmatic. These results based on theproposed model suggest relevant implications for managers as well as further studies on thisparticular scope of marketing. This paper reviews theoretical and practical perspectives inmore details through the proposed brand love model.University of Hertfordshire Dissertation (2011)
  3. 3. Table of ContentsAbstract...............................................................................................................2List of Figures & Tables .....................................................................................6Acknowledgements .............................................................................................7CHAPTER 1: INTRODUCTION1.1. Introduction ...................................................................................................91.2. Research questions and objectives .................................................................91.3. How this paper is organized .........................................................................10CHAPTER 2: BACKGROUND2.1. Consumer decision making process.............................................................. 132.2. Consumers are irrational ..............................................................................152.3. Emotions in marketing/branding ..................................................................162.4. Why emotions? ............................................................................................ 192.5. What is ‘emotion’ by the way? .....................................................................202.6. Why love? ...................................................................................................20CHAPTER 3: LITERATURE REVIEW3.1. Introduction .................................................................................................243.2. Love towards a brand ................................................................................... 243.3. Conceptual background ............................................................................... 273.3.1. Triangular theory of love ..........................................................................273.3.1.1. Intimacy .................................................................................................283.3.1.2. Passion...................................................................................................293.3.1.3. Decision/Commitment ...........................................................................303.3.1.4. Intimacy + Passion + Commitment = Consummate love ........................ 313.3.2. Styles of loving ......................................................................................... 313.3.2.1. Triangular Theory of Love + Styles of loving ........................................333.3.3. Lovemarks ............................................................................................... 333.4. Triangular Theory of Love + Styles of Loving + Lovemarks ........................ 343.4.1. Product zone ............................................................................................. 343.4.1.1. Liking ....................................................................................................343.4.1.2. Empty love = Pragma & Agape .............................................................. 36University of Hertfordshire Dissertation (2011)
  4. 4. 3.4.2. Fads zone ..................................................................................................373.4.2.1. Infatuated love = Ludus .........................................................................373.4.2.2. Fatuous love = Mania .............................................................................373.4.3. Brands zone .............................................................................................. 383.4.3.1. Romantic love = Eros.............................................................................383.4.3.2. Companionate Love = Storge .................................................................393.4.4. Lovemarks zone ........................................................................................ 393.4.4.1. Consummate love .................................................................................. 393.5. The proposed conceptual model (map) ......................................................... 39CHAPTER 4: METHODS OF INVESTIGATION4. Research design .............................................................................................. 424.1. Exploratory research .................................................................................... 434.1.1. Secondary research ................................................................................... 434.1.2. Primary research ....................................................................................... 434.1.2.1. Qualitative research ............................................................................... 444.1.2.1.1. Netnography study ..............................................................................444.1.2.2. Quantitative research..............................................................................454.1.2.2.1. Sampling ............................................................................................. 454.1.2.2.2. Data collection method........................................................................484.1.2.2.2.1. Survey .............................................................................................. 484.1.2.2.2.2. Survey instrument ............................................................................484.1.2.2.3. Data collection form ...........................................................................494.1.2.2.3.1. Online Questionnaire ........................................................................494.1.2.2.3.2. Survey monkey ................................................................................ 50CHAPTER 5: ANALYSIS & FINDINGS5.1. Netnography study ....................................................................................... 535.2. Survey ........................................................................................................545.3. Preparing the data ........................................................................................ 555.4. Descriptive analysis ..................................................................................... 555.5. Factor analysis ............................................................................................. 555.6. Reliability analysis for factors ......................................................................575.7. Mean index ..................................................................................................59University of Hertfordshire Dissertation (2011)
  5. 5. CHAPTER 6: DISCUSSION6.1. From the theoretical perspective ..................................................................616.2. From the practical perspective .....................................................................646.3. BlackBerry vs. iPhone ................................................................................. 65CHAPTER 7: CONCLUSION & RECOMMENDATIONS7.1. Conclusion ..................................................................................................687.2. Recommendations ....................................................................................... 70CHAPTER 8: PERSONAL REFLECTION8.1. Think ............................................................................................................ 738.2. Read ↔ Expose: Analytical preparation ....................................................... 758.3. Thinking and reading are not enough ............................................................ 778.4. Dream........................................................................................................... 778.5. Borrow – Organize ....................................................................................... 788.6. Incubation ↔ Illumination ............................................................................ 798.7. Create ........................................................................................................... 808.8. Evaluation .................................................................................................... 808.9. The end ......................................................................................................... 81References ........................................................................................................... 82AppendicesAppendix 1: Differences between exploratory and conclusive research ................. 89Appendix 2: Love statements (items) .................................................................... 90Appendix 3: Questionnaire ................................................................................... 92Appendix 4: The analysed comments: iPhone vs. BlackBerry .............................. 93Appendix 5: Factor & Reliability Analysis for Love Statements ......................... 102Appendix 6: Dissertation Proposal ...................................................................... 113Appendix 7: Dissertation Log ............................................................................. 120Appendix 8: Ethics Form .................................................................................... 124University of Hertfordshire Dissertation (2011)
  6. 6. List of FiguresFigure 1: Consumer decision making process ..................................................... 13Figure 2: Functional realm vs. Emotional realm .................................................. 17Figure 3: Low involvement vs. High involvement ..............................................18Figure 4: Maslow’s Hierarchy of Needs .............................................................. 22Figure 5: Intimacy in consumption context ......................................................... 28Figure 6: Lovemarks Theory............................................................................... 34Figure 7: The proposed conceptual model (map)................................................. 40Figure 8: The research map................................................................................. 42Figure 9: Sampling design .................................................................................. 46Figure 10: Target population............................................................................... 46Figure 11: Relationship between Intimacy, Trust, and Commitment ................... 62Figure 12: The model of consumer – phone brand love .......................................63Figure 13: BlackBerry vs. iPhone .......................................................................65Figure 14: The reflection schema ........................................................................73 List of TablesTable 1: Examples of previous studies ................................................................ 25Table 2: Stenberg’s Triangular Theory of Love .................................................. 27Table 3: Descriptions of Lee’s Love Styles ......................................................... 32Table 4: Integration of the theories .....................................................................35Table 5: Examples of posted comments .............................................................. 53Table 6: Summary of the sample based on frequencies and percentages ..............56Table 7: The results of factor analysis and scale reliability .................................58Table 8: Mean index ........................................................................................... 59Table 9: The reflection table ............................................................................... 75University of Hertfordshire Dissertation (2011)
  7. 7. Table 4: Integration of the theoriesUniversity of Hertfordshire Dissertation (2011)
  8. 8. The conceptual modelUniversity of Hertfordshire Dissertation (2011)
  9. 9. Table 9: The reflection table Four phases ofDissertation structure What can one do about thinking? creativityLiterature Review Expose (collect information) Analytical preparation Borrow (ideas from others) Incubation Organize (categorize, classify, identify) IlluminationAnalysis Process (statistics, maths, etc)Findings & Discussion Organize (categorize, identify, interpret) EvaluationConclusion Clarify (tables, lists, diagrams, etc)Source: de Bono (1971), Schmitt (1999) o Looked at my personal attitudes as a consumer towards brands o Experienced the entire process from the beginning to the end o Asked why and what if questions o Reviewed previous studies, cross-referenced my knowledge o Numbers: produced quantitative empirical resultsUniversity of Hertfordshire Dissertation (2011)

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