Abstract

In my thesis paper, I begin by discussing research on branding, such as research on brand personalities, factors that make for a powerful brand, and effects of strong brands. I then discuss research on impulse buying, such as research on internal factors within consumers that can affect impulse buying, external/situational influences that can affect impulse buying, and the effects of product category on impulse buying. I then discuss an original study I ran that explores the relationship between branding and impulse buying. My research suggests that there is indeed a relationship between branding and impulse buying. For instance, the results of my original study showed that respondents thought they are more likely to impulsively buy a product when it is a brand they simply know or when it is a brand they love even if they do not know much about the specific product itself.

Keywords

branding, impulse buying, personality traits

Document Type

Thesis

Year of Completion

2018

Advisor

Jared Wolfe

Academic Department

Business Administration

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