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MMTC Seminar with guest Kieran Tierney: Measuring customer grief in brand relationships
15
juni
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15
juni
12:00
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13:00
<p><strong>MMTC Seminar with guest </strong><a target="_blank" href="https://www.rmit.edu.au/profiles/t/kieran-tierney"><strong>Kieran Tierney, RMIT University</strong></a></p><p><strong>Title: Measuring customer grief in brand relationships</strong></p><p>Brands are key to building customer-brand relationships. Despite this, organisations change their product lines by removing favoured brands, thereby disrupting these relationships. This results in negative customer emotions, including pain and grief, which manifest in behavioural outcomes such as negative word-of-mouth, erosion of trust, and avoidance.</p><p>While there are established scales in psychology, grief remains relatively unexplored and fragmented in marketing and branding. Without measurement, brand studies risk capturing only partial manifestations of grief, resulting in inconsistent empirical findings and obscuring how grief shapes brand relationships, loyalty trajectories, and post-loss consumer behaviour, thereby impacting marketing management decisions. To address this, this study seeks to develop a customer grief measurement scale, given the impact of brand removals on customer-brand relationships.</p><p>This study used a quantitative approach comprising three studies conducted using data collected on Prolific. We present a reliable scale for measuring customer grief, its behavioural outcomes, and implications for hedonic and utilitarian brands.</p><p><strong>Join us: B6046, JIBS or Online via zoom (contact for link)</strong></p><p><strong>About the presenter: </strong>Kieran’s research focuses on qualitative explorations of service interactions, with a particular emphasis on advancing knowledge in service branding, management and B2B marketing. His work aims to bridge the gap between academic insights and practical applications, contributing to both scholarly literature and industry practice.</p>
15
juni
-
15
juni
12:00
-
13:00
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MMTC Seminar with guest Kieran Tierney: Measuring customer grief in brand relationships
MMTC Seminar with guest Kieran Tierney, RMIT University
Title: Measuring customer grief in brand relationships
Brands are key to building customer-brand relationships. Despite this, organisations change their product lines by removing favoured brands, thereby disrupting these relationships. This results in negative customer emotions, including pain and grief, which manifest in behavioural outcomes such as negative word-of-mouth, erosion of trust, and avoidance.
While there are established scales in psychology, grief remains relatively unexplored and fragmented in marketing and branding. Without measurement, brand studies risk capturing only partial manifestations of grief, resulting in inconsistent empirical findings and obscuring how grief shapes brand relationships, loyalty trajectories, and post-loss consumer behaviour, thereby impacting marketing management decisions. To address this, this study seeks to develop a customer grief measurement scale, given the impact of brand removals on customer-brand relationships.
This study used a quantitative approach comprising three studies conducted using data collected on Prolific. We present a reliable scale for measuring customer grief, its behavioural outcomes, and implications for hedonic and utilitarian brands.
Join us: B6046, JIBS or Online via zoom (contact for link)
About the presenter: Kieran’s research focuses on qualitative explorations of service interactions, with a particular emphasis on advancing knowledge in service branding, management and B2B marketing. His work aims to bridge the gap between academic insights and practical applications, contributing to both scholarly literature and industry practice.
Arrangör:
Media, Management and Transformation Centre
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Disputation - Björn Bradling
16
juni
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16
juni
10:00
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12:00
<p>Välkomna på Björn Bradlings disputation i pedagogik med titeln “Självet – Texten – Världen: Subversiv litteraturundervisning för transformativt lärande”!<br /><br />Opponent är professor Eva Hultin, Mälardalens universitet.<br /><br />Betygsnämnden består av:<br />Professor Stig-Börje Asplund, Karlstad universitet<br />Docent Malin Alkestrand, Linnéuniversitetet<br />Professor emeritus Anders Öhman, Umeå universitet<br /><br />Efter disputationen bjuds på enklare mingel på plan 4 på HLK.<br /> </p><p>Zoom: <a href="https://ju-se.zoom.us/j/65035291868?pwd=vo6bWQvZjbBziV5IewFEOtEja8ujqI.1">https://ju-se.zoom.us/j/65035291868?pwd=vo6bWQvZjbBziV5IewFEOtEja8ujqI.1</a><br />Passcode: 225507</p>
16
juni
-
16
juni
10:00
-
12:00
Plats
Hc218, HLK och Zoom
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Disputation - Björn Bradling
Välkomna på Björn Bradlings disputation i pedagogik med titeln “Självet – Texten – Världen: Subversiv litteraturundervisning för transformativt lärande”!
Opponent är professor Eva Hultin, Mälardalens universitet.
Betygsnämnden består av:
Professor Stig-Börje Asplund, Karlstad universitet
Docent Malin Alkestrand, Linnéuniversitetet
Professor emeritus Anders Öhman, Umeå universitet
Efter disputationen bjuds på enklare mingel på plan 4 på HLK.
Zoom: https://ju-se.zoom.us/j/65035291868?pwd=vo6bWQvZjbBziV5IewFEOtEja8ujqI.1
Passcode: 225507
Arrangör:
Högskolan för lärande och kommunikation
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