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

Inhaltsverzeichnis (Table of Contents)

• 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. Formation 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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis investigates the influence of frequent positive emotions on the formation of brand attachment. It aims to explore the relationship between positive affect and brand-related behaviors, particularly the adoption of new brands. The study utilizes a quantitative approach to analyze data collected through a survey.

• The impact of positive affect on brand usage
• The role of brand-self connection in brand attachment
• The mediating effect of new perceptions of various facets on brand-self connection
• The application of the Broaden-and-Build Theory to brand attachment
• The use of quantitative research methods to study consumer behavior

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter provides an introduction to the topic of brand attachment and its relationship with positive affect. It outlines the research question and the study's objectives. Chapter 2 presents the conceptual framework, defining key terms such as happiness, brand attachment, and brand-self connection. It also introduces the relevant theories, including the Broaden-and-Build Theory and the Self-Expansion Model. Chapter 3 details the study's methodology, including the data collection and analysis methods employed. It also presents the findings for each hypothesis tested.

Schlüsselwörter (Keywords)

This study focuses on the key concepts of positive affect, brand attachment, brand-self connection, and the Broaden-and-Build Theory. It utilizes a quantitative approach to analyze data, employing statistical methods and techniques. Key terms include: brand, brand attachment, brand-self connection, positive affect, happiness, subjective well-being, new perceptions, usage, and quantitative research.