TY - THES ID - 134728034 TI - Consumer-Brand Bonding: Customer response to brand image augmentations AU - Caushi, Xhesika AU - Warlop, Luk AU - Altsitsiadis, Efthymios AU - KU Leuven. Faculteit Economie en Bedrijfswetenschappen. Opleiding Master of Business Economics (Leuven) PY - 2017 PB - Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:134728034 AB - Various research has been conducted on the concept of brand image change and its relation to alternative constructs such as the impact it has on consumer’s attitude towards their chosen brand. In this master thesis we are trying to reveal certain measurement and managerial contribution to further investigate this issue. More specifically we will focus on the impact that changes in brand image (augmentations) have on three different groups of consumers: (1) strong actual brand attachment, (2) weak actual brand attachment, (3) ideal brand attachment. Our results demonstrate that consumers attitude towards brand image changes is indeed dependent on these changes, however the degree to which consumers are connected to the brand also plays a major role. This thesis will explain in more detail, also followed by a study, why this phenomenon occurs. Managerially, analyzing the impact of these concepts is quite important since managerial decisions regarding brand image can indeed affect the future of a brand. ER -