Customer-Brand Relationships in the Context of Digital Brands
Paananen, T., Frank, L., & Kemppainen, T. (2022). Customer-Brand Relationships in the Context of Digital Brands. In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 495-510). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.31
Toimittajat
Päivämäärä
2022Oppiaine
Kestävä liiketoiminta ja talous (painoala)Sustainable BusinessTietojärjestelmätiedeValue Creation for Cyber-Physical Systems and ServicesMarkkinointiBasic or discovery scholarshipSustainable Business and Economy (focus area)Sustainable BusinessInformation Systems ScienceValue Creation for Cyber-Physical Systems and ServicesMarketingBasic or discovery scholarshipTekijänoikeudet
© 2022 University of Maribor
This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand loving denotes that a beloved digital brand is favored in the long term, but the brand is not considered irreplaceable. Brand addiction occurs when a customer has an irreplaceable, intimate, and dependent relationship with the digital brand. All the found relationship types need further investigation in future research.
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Julkaisija
University of MariborEmojulkaisun ISBN
978-961-286-616-7Konferenssi
Bled eConferenceKuuluu julkaisuun
35th Bled eConference : Digital Restructuring and Human (Re)actionAsiasanat
Alkuperäislähde
https://press.um.si/index.php/ump/catalog/view/691/927/2342-1Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/156669599
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Informaatioteknologian tiedekunta [2290]
- Kauppakorkeakoulu [1363]
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Rahoitusohjelmat(t)
Muut, Business FinlandLisenssi
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