(5) Brand Management

Another perspective of our research lies in the field of brand management. One study investigated the question if brands (e.g. Coca Cola) appear as partners in relationship with consumers. Four generic types of consumer‐brand relationships were empirically proved on a wide scale. These types are characterized as “best friendship,” “unemotional purpose based relationship,” “loose contact,” and “happy partnership.”

Another study focused on B2B Online Brand Communication and Brand Loyalty. It analyzes the perception of the instruments of Online Brand Communication (e.g. e-Mail, website, social networks) by customers in the B2B context and the consequences on customer satisfaction and brand loyalty.

  last changed 21.12.2016
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