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
Rituals are part of our life. Why do we need them and for what purposes people create rituals of their own?
When the strongest signal of product quality is price and what other factors are in play?
In the short term sales sell, In the long term they change consumer perception of price and even purchase behaviour.
Shopping is an act of pleasure, they buy more than planned, spend instead of saving and when short of cash, they buy on credit. Do they still exist?
A research tool that helps getting a deeper understanding of the underlying motives of consumers