I Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Markets

Persistent Link:
http://hdl.handle.net/10150/244488
Title:
I Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Markets
Author:
Placke, Amber Dale
Issue Date:
May-2012
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
In my thesis, I explore two important marketing entities, self brand connections and brand evaluations. To begin, I show that there are different levels of expertise in a given domain ranging from amateur to expert. This expertise level affects the degree to which consumers develop self brand connections to brands ranging from recreational to elite. In my study, I show that expert consumers develop special relationships with elite brands that recreational runners do not. Even more interesting, I show that consumers of all expertise levels show the same liking for fashion brands as they do professional brands. Therefore, expert runners can say they like a brand and still feel as it that brand does not represent who they are (i.e. high brand evaluation, low self brand connection). My study shows that self brand connection is not an antecedent to brand evaluation.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleI Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Marketsen_US
dc.creatorPlacke, Amber Daleen_US
dc.contributor.authorPlacke, Amber Daleen_US
dc.date.issued2012-05-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractIn my thesis, I explore two important marketing entities, self brand connections and brand evaluations. To begin, I show that there are different levels of expertise in a given domain ranging from amateur to expert. This expertise level affects the degree to which consumers develop self brand connections to brands ranging from recreational to elite. In my study, I show that expert consumers develop special relationships with elite brands that recreational runners do not. Even more interesting, I show that consumers of all expertise levels show the same liking for fashion brands as they do professional brands. Therefore, expert runners can say they like a brand and still feel as it that brand does not represent who they are (i.e. high brand evaluation, low self brand connection). My study shows that self brand connection is not an antecedent to brand evaluation.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.B.A.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorUniversity of Arizonaen_US
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