Connection through projection- a quantitative study of consumer evaluations of brand extensions performed by personal brands
Sammanfattning: In a transforming media landscape, new ways for companies to build relationships with consumers emerge. Existing research points towards that brands with higher attachment and visibility in media give rise to more positive consumer evaluations. Combining this with the recognized successful strategy of launching a brand extension that is perceived as congruent, there is reason to assume a strengthening in evaluation effects. Firstly, the intention of the thesis was to shed light on differences between personal and corporate brands in terms of parasocial interaction and brand attachment. Secondly, the thesis will examine if these differences would give rise to higher consumer evaluations of a brand extension in terms of brand attitude, perceived quality and purchase intentions. Finally, it was investigated whether the level of congruence of the brand extension strengthens the effects more for personal brands than for corporate brands. The results from this study support that personal brands are subject to stronger parasocial interaction and brand attachment than corporate brands. There is also a significant difference in effects on brand attitude, perceived quality and purchase intention between brands when a brand extension is performed. However, a congruent brand extension did not strengthen the effects.
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