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dc.contributor.author
Koiou, Maria
en
dc.date.accessioned
2021-12-17T13:41:24Z
dc.date.available
2021-12-17T13:41:24Z
dc.date.issued
2021-12-17
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29921
dc.rights
Default License
dc.subject
Social media
en
dc.subject
Clothing brands
en
dc.subject
Generic
en
dc.subject
Popular
en
dc.subject
Marketing
en
dc.title
Social Media use among brand evangelists: How Social Media Marketing affects the Greek consumers’ perception of “generic” vs. “popular” clothing brands
en
heal.type
masterThesis
en_US
heal.dateAvailable
2018-12-22
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
en_US
heal.publicationDate
2018-12-22
heal.abstract
This dissertation was written as part of the Msc. in Management at the International Hellenic University. Purpose- The purpose of this dissertation is to examine two main subjects: the first one is how Social Media marketing activities affect consumer’s brand evangelism, whereas the second examines whether these marketing activities influence customer’s perception of famous or generic brands. Specifically, this study investigates the influence of brand page commitment on two consumer-brand relational constructs, brand awareness and brand trust and on three consumer-brand evangelistic behaviors, positive brand referrals, oppositional brand referrals and brand purchase intention. Case- In this study special focus is given to Greece. The data collected refer only to Greek consumers ranging from different gender, age, educational and financial background. Regarding the brand category selected, the answers given refer only to clothing brands. Design/ methodology/ approach- Drawing from prior research on brand evangelism a model of dependent variables relative to consumer-brand relationships and brand evangelistic behaviors is developed. Another one is developed to test the customers’ purchase preferences on clothing brands. To provide a more robust test of the theory, consumer’s brand page commitment is determined as an independent variable. For the examination of Greece, four control variables are used: gender, age, education and monthly income. Pivot, correlation and regression analysis are used to test the proposed hypotheses. Findings- The findings reveal that brand page commitment influences brand evangelism, albeit in different ways. Whereas brand awareness, brand trust, positive brand referral intention and brand purchase intention are positively influenced, oppositional brand referral intention is not at all influenced. Brand page commitment also has a positive effect on customer’s perception of famous brands. Overall, the findings reveal that under the control variables of age, gender, education and monthly income of Greek people, brand page commitment indeed affects customer’s brand evangelism and perception of clothing brands.
en
heal.advisorName
Archontakis, Fragkiskos
en
heal.committeeMemberName
Archontakis, Fragkiskos
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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