Marketing Dissertation案例：营销与消费者

小结

进行的综合文献回顾将表明，消费者-品牌共创是建立牢固纽带的一种新的启发性观点。对激励消费者参与共同创造活动的不同因素进行概念分析，将产生理论命题，这些命题将通过初步研究进行检验。

The Gap between Marketing Expertise and the Sophisticated Consumer: in search of New Meanings

(Title)

Abstract

The study indicates that the old marketing prowess is an outdated approach and needs to be redefined. It will look into how complex the customer base is today and hence how challenging it has become for brands to remain relevant and how remaining connected to consumers is out of reach for many brands. The literature will highlight that there several attempts to develop tools to measure how emotional connection can be re-established. However, the subject remains undeveloped and requires a further understanding of the subject matter. This research offers an encircling framework that was developed through extensive secondary research and supported by findings of the primary research. The research will highlight that establishing an emotional bond is a highly complex affair and comprised of many facets. At the same time, being aware of the building blocks of the foundation nurturing the bond between consumers and brands is offered in this research as an enabling tool for practitioners and academics.

Undertaken integrative literature review will demonstrate that consumer-brand cocreation is a new enlightening perspective in fashioning a strong bond. Conceptual analysis of different elements motivating consumers to engage in co-creation activities will produce theoretical propositions that will be tested through primary research.

(Dissertation全文缩略一览）

查看全文

4.JK Essay-Dissertation Sample-The Gap between Marketing Expertise and the Sophisticated Consumer_in search of New Meanings.pdf