Thi Be Loan Pham

Composition of the Jury

Abstract

This research expands upon existing literature on consumer-brand relationships by developing a dynamic framework as an alternative approach to studying consumers' social and environmental intentions. Specifically, this thesis validates a factor model consisting of the antecedents and consequences of two components of Brand Relationship Quality (BRQ) (Hot BRQ/Cold BRQ). Based on three distinct sets of consumption values ​​and two branches of social responsibility, this model aims to synthesize findings on the dynamics of green consumer-brand relationships and their impact on consumer behavior intentions in Vietnam. A comprehensive literature review generated the conceptual model, which was validated through a sequential exploratory approach combining qualitative research via in-depth interviews with 20 participants and quantitative research, the dominant approach, with a survey of 525 respondents. The results indicate that the components—Hot BRQ and Cold BRQ—have different influences on consumer responses, directly resulting from personal values, social values, culture, and individual social responsibility. BRQ has both direct and indirect influences on behavioral indicators such as customers' perception of corporate social responsibility (CSR), willingness to pay a premium price, word-of-mouth marketing, and green purchase intention, although the two components of BRQ have different effects. While hot BRQ encourages consumers to pay more for the brand and reinforces their positive perceptions of a company's CSR activities, cold BRQ stimulates positive word-of-mouth marketing. These findings corroborate previous research and offer new insights for managers of green product brands.

Read the thesis