MGMD10H3 Lecture Notes - Lecture 5: Brand Equity
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The paper examines how both these relationships affect brand appraisal and assessment. I would add age and income as a variable to see how consumer attitudes varied depending on these variables. Consumers and their brands: developing relationship theory in consumer research : the paper was published to examine the relational phenomena in consumer products domain at the level of the brand. Three case studies show their interpretation of person-to-person relationships. I would do more studies because i feel like doing just three studies isn"t enough for a topic as broad as this. I would do some surveys and survey at least 100 people in different age groups. It would be interesting to see more studies being done on people and different ages and cultures. Would brand loyalty be different across brands: brand managers could use this information to understand consumer brand relationships to better their brand and make this relationship stronger.
