ALL YOU NEED IS brand love. The relationship of brand love and its consequences for compulsive buyers and non-compulsive buyers

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dc.contributor.advisorHorvath, C.
dc.contributor.authorBeek, Cécile van de
dc.date.issued2019-07-02
dc.description.abstractThis study examines to which degree compulsive buying behavior affects the relationship between brand love and its consequences, such as brand loyalty, positive/negative word of mouth and resistance to negative information. So far, little research has been done regarding this topic. A survey was conducted and resulted in a sample of 800 respondents, which was divided over compulsive buyers (244) and non-compulsive buyers (265). The findings suggest that there is a relationship between brand love and all its consequences. However, the relationship between brand love and brand loyalty and positive WOM was significantly higher. When moderating for compulsive buying behavior, almost no significant differences were found. Nevertheless, there are indications that there might be differences between the groups, possibly once equal groups are assumed. Therefore, further research on compulsive buying behavior and brand love is suggested in order for organizations to help compulsive buyers as their CSR.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/8869
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Managementwetenschappenen_US
dc.thesis.specialisationMarketingen_US
dc.thesis.studyprogrammeMaster Business Administrationen_US
dc.thesis.typeMasteren_US
dc.titleALL YOU NEED IS brand love. The relationship of brand love and its consequences for compulsive buyers and non-compulsive buyersen_US
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