Discovery Projects - Grant ID: DP0344446

Funding Activity

Website
http://dataportal.arc.gov.au/NCGP/Web/Grant/Grant/DP0344446

Funding Status
Closed

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Funded Activity Summary

Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to understand changes in brand behaviours as changes in underlying consumer-brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meanings associated with brand-related changes, significantly advancing our understanding of brand relationship dynamics.

Funded Activity Details

Start Date: 01-01-2003

End Date: 30-06-2005

Funding Scheme: Discovery Projects

Funding Amount: $80,000.00

Funder: Australian Research Council

Research Topics

ANZSRC Field of Research (FoR)

Marketing And Market Research | Marketing

ANZSRC Socio-Economic Objective (SEO)

Marketing |

Other Keywords

Marketing | Marketing And Market Research

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