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Brand-Consumer Relationship: The Congruence Between Consumer and Brand Values: NIVEA – CASE STUDY
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Autores
Orientador(es)
Resumo(s)
A prosperous brand is distinguished by its connection with consumers. With consumer and
brand values and behaviors evolving increasingly, it is important to ascertain whether the
alignment of both values is a crucial factor in strengthening their relationship and maintaining
brand loyalty. Therefore, the objective of this research is to determine whether congruence
between values is essential in fostering brand loyalty, using the brand Nivea as a case study.
A quantitative research approach was employed, utilizing an online questionnaire to gather
data from Nivea consumers. The results indicated a significant positive correlation between
value congruence and brand loyalty, enhancing the existing literature on consumer-brand
relationships. These findings provide Nivea valuable insights about the importance of aligning
their values with those of their consumers to maintain and enhance loyalty
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Brand Personality Consumer Values Brand Trust Brand Loyalty Brand-Consumer Values SDG 4 - Quality education SDG 17 - Partnerships for the goals