Conceptualizing The Consumer-Brand Relationship As A Truly Dyadic Process,
2010
Louisiana State University and Agricultural and Mechanical College
Conceptualizing The Consumer-Brand Relationship As A Truly Dyadic Process, Jamye Foster
LSU Doctoral Dissertations
The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly …
The Effect Of Supraliminal Goal Primes On Brand Preference: The Mediating Roles Of Implicit And Explicit Attitudes,
2010
Louisiana State University and Agricultural and Mechanical College
The Effect Of Supraliminal Goal Primes On Brand Preference: The Mediating Roles Of Implicit And Explicit Attitudes, Nobuyuki Fukawa
LSU Doctoral Dissertations
The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under …
