• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Pavel Diulin
Building Customer-Brand Relationships in Customer Communities
Marketing
(Master’s programme)
2017
Within the framework of this thesis, were studied representation of client communities, their difference from social networks, the basic models and mechanisms of building relationships from the point of view of social psychology and the influence of social identity formed at the level of the community, on the solution of marketing problems were studied.

The main objective of the master thesis is to study the factors that influence the construction of relationships in client communities between community members and the brand. A field survey was conducted in the form of a survey conducted on the Internet in various social networks. To analyze the data and achieve the goal of the dissertation work, factorial and cluster analysis was conducted on the basis of respondents 'answers with a certain sample of participating or non-participating in different brands' communities.

As a result of the study, 2 interpreted factors were identified that are important for users of client communities (participants in the future) and 5 consumer groups based on these factors.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses