The Effect Of Frequent Positive Emotions On The Formation Of Brand Attachment

A Quantitative Study


Bachelor Thesis, 2018

58 Pages, Grade: 1,7


Excerpt


Contents

List of Abbreviations

List of Figures

List of Appendices

1. Introduction

2. Conceptual Framework
2.1. Happiness
2.1.1. Definition of Happiness
2.1.2. Broaden-and-Build Theory
2.2. Brand Attachment
2.2.1. Self-Expansion Model
2.2.2. Definition of Brand Attachment
2.3. ormation of Hypotheses

3. Study
3.1. Structure of the Study
3.2. Data Cleansing and Data Preparation
3.3. Evaluation
3.3.1. Hypothesis 1: PA Leads to the Usage of New Brands
3.3.2. Hypothesis 2: New Perceptions of Various Facets mediates BSC

4. Conclusion

5. Works Cited

Excerpt out of 58 pages

Details

Title
The Effect Of Frequent Positive Emotions On The Formation Of Brand Attachment
Subtitle
A Quantitative Study
College
University of Wuppertal
Grade
1,7
Author
Year
2018
Pages
58
Catalog Number
V542372
ISBN (eBook)
9783346175977
ISBN (Book)
9783346175984
Language
English
Keywords
Brand Attachment, Broaden-and-Build-Theory, Happiness, Self-Expansion-Model, Brand, positive emotions
Quote paper
Kevin J. Zuchanek (Author), 2018, The Effect Of Frequent Positive Emotions On The Formation Of Brand Attachment, Munich, GRIN Verlag, https://www.grin.com/document/542372

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