Consumer psychology


Oct

21

2018
The consumer-brand identification: Does it lead to a stronger relationship and loyalty?

The consumer-brand identification: Does it lead to a stronger relationship and loyalty?

In theory, consumer-brand identification is an underlying factor of a strong relationship with the brand and loyalty to that brand. In our research we wanted to confirm whether the consumer-brand identification plays a role in building the relationship with the brand, in establishing loyalty and willingness to pay a higher price. Our test model of Consumer-Brand Identification includes four expressions - Self-Identity, Group Identity, Common values, Aspirations


Oct

31

2014
Our everyday rituals

Our everyday rituals

Rituals are part of our life. Why do we need them and for what purposes people create rituals of their own?