Department Seminar Series - Nov 2017 Dr Daniel Bruns
Winning customers' hearts: Concept and development of brand love relationships
Dr Daniel Bruns
Schumpeter School of Business and Economics, Wuppertal, Germany
Researchers and practitioners agree that strong consumer brand relationships have a significant impact on brand success. However, knowledge on the process of relationship development is scarce. So far, research has taken a static approach but given the dynamic nature of brand relationships, an event-related dynamic perspective is essential to understand the formation of consumer brand relationships and to derive marketing strategies that promote consumers’ establishment of strong brand relationships. In a combined, qualitative and quantitative study, we analyze participants’ experiences with brands and the development of their relationships with these brands in the course of time. To assess the trajectories of brand relationships, we apply a retrospective longitudinal sketching technique that has participants draw their brand relationship trajectories on a scale from love to hate. Our data suggest that distinct experiences with brands significantly cause development and change of brand relationships in the course of time.
Dr Daniel Bruns is Assistant Professor of Marketing at the Schumpeter School of Business and Economics, Wuppertal, Germany. He holds a diploma and doctor in economics from the University of Wuppertal. In his award-winning dissertation, Daniel Bruns studied the development of brand love relationships. Daniel’s work has been published in international journals including Marketing Letters.
Topic: Winning customers' hearts: Concept and development of brand love relationships
Speaker: Dr Daniel Bruns, Schumpeter School of Business and Economics, Wuppertal, Germany
Date/Time: Thursday 30 November 2017, 2:00 – 3:00pm
Venue: E4A323, Macquarie University