Reference no: EM133215097 , Length: Words Count:500

Assignment:

Article:

"Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? The role of brand love"

Authors:

Elaine Wallace J.E. Cairnes, Pedro Torres and Mario Augusto, Maryana Stefuryn

Source:

Emerald-Journal of Product & Brand Management

Summary of the Article:

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media.

The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Drawing on these important ideas, this study investigates the relationship between the consumer's online interactions with a brand, and offline brand outcomes. Indeed, these relationships can grow to a level where consumers form passionate emotional attachment to brands, which is characterized as brand love. Brand love is the degree of passionate attachment a satisfied consumer has for a particular trade name. Brand love has a stronger effective focus than satisfaction, and is oftentimes the consequence of a long-term brand relationship. Brand love is also an important dimension of brand relationship quality.

Question?

After writing the article summary, you are required to mention that what further research should be carried out in the same area in Pakistan? You are asked to explain the following questions. (Word limit for this section: 500)

1. Title of your research article/ project in the same area

2. Research objectives/ Questions

3. What will be Research Question (s) or Hypothesis?

4. What research methodology you will use and why?

5. How the proposed research would benefit Pakistani Organizations Society/Consumers etc.?