Brand love : exploring relationships with environmental, social and governance (ESG) | |
| Author | Thapa, Deeptangshu |
| Call Number | AIT Diss. no. DBA-SOM-24-13 |
| Subject(s) | Relationship marketing Brand loyalty Customer relations--Management |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Brand love is getting noticed in marketing and brand management amidst managers and academicians. As the liking and satisfaction of consumer’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 – 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’s brand perception and customer’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’s perception has a statistically significant influence on customer’s brand love. Brand love has a significant relationship with eWOM, resistance to negative information and non-willingness to switch to competitive brands. |
| Year | 2024 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Tocquer, Gerard |
| Examination Committee(s) | Vimolwan Yukongdi;Santoso, Djoen San |
| Scholarship Donor(s) | AIT Scholarship |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2024 |