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”Why don’t you have your own car?”: A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. Even though its popularity, there is a limited and quite unclear understanding of how Access-based consumption affects the consumer-brand relationship. The purpose of this study is to investigate to what extent an Access-based consumption mode creates a consumer-brand relationship, compared to an Ownership- based consumption mode in the context of car brands. In order to fulfill our purpose, both a quantitative and qualitative research method was conducted on members of carpools representing Access-based consumption mode, and car owners representing Ownership-based consumption. A theoretical framework Brand Relationship Quality, composed of six dimensions was used to understand the consumer-brand relationship.

Our research shows consistently that Access-based consumption creates a weaker relationship between consumers and car brands in all dimensions of BRQ-model compared to Ownership-based consumption. One group of dimensions identified to relate to emotional attachment; Intimacy, Brand-Self Connection and Love/Passion, have relatively higher difference between the two consumption modes. Another group of dimensions related to values of functionality and practicality; Commitment, Brand Partner Quality and Interdependence, have less difference. 

Place, publisher, year, edition, pages
2014. , 78 p.
Keyword [en]
Relationship Marketing, Brand Relationship Quality, BRQ, Fournier, Access-based consumption, Ownership-based consumption, Carpool, Car Brands, Ford, Skoda, Volkswagen, Toyota
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-227330OAI: oai:DiVA.org:uu-227330DiVA: diva2:728868
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2014-06-27 Created: 2014-06-24 Last updated: 2014-06-27Bibliographically approved

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CiteExportLink to record
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Citation style
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