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Consumer-Brand Relationship

09 June 2019

Do you have a favourite brand? My study aims to increase our knowledge about the relationship between consumers and their preferred brands, including e-brands. It seeks to explore the factors that consumers consider when they decide to purchase from brands. It also seeks to understand consumers' motives for their purchase decisions as well as their feelings and perceptions.


  • The brand is purchased more than other brands in a product category
  • The brand is 'strongly' preferred/liked more than other brands in a product category
  • The brand is 'strongly' preferred for at least five years
  • Video call will be conducted if NOT in Nottingham

Take part in this study


Ethical approval

This study has been approved by the University of Nottingham Business department ethics committee on March 4th 2019.

About the researcher

I am a PhD student at the University of Nottingham. I am looking for participants who are eager to talk about their favourite brands and share their experience with me to enrich together the current knowledge.

Contact researcher

Academic study

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