Title of Research: Consumers and Their Brand Love Relationships
Qualifications: Master of Arts (International Business), Northumbria University Business School, UK
Area of PhD Research: Consumer Behaviour, Brand Relationship, Close Relationship
Start of PhD: 1 December 2015
Short description of research topic:
The purpose of this research is to look specifically at consumers’ feeling of love toward brands in consumer-brand relationship among a large sample of New Zealand university students and Chinese university students, and to see the degree to which these feelings are analogous to either interpersonal love relationship or spiritual love relationship.