Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

Question

Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

النسخة 14الرقم المعياري الدولي: 978-0078028953

Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

النسخة 14الرقم المعياري الدولي: 978-0078028953

تمرين 2

What kinds of relationships do brands have with consumers?

التوضيح

موثّق

A consumer's perspective about the product or the brand is known as consumer brand relationship. A brand is a multidimensional construct that includes certain attributes such as value, system, image, logo, identity and so forth. These attributes and consumer action in together forms the basis of consumer brand relationship. The quality of such relationship is based on some facets which describes the kind of relationship a consumer can have with a brand.
Kind of relationship brands have with consumer:
There are six dimensions that can describe the kind of relationship brands ca have with the consumers:
•Self connection: Self concept connection refers to the extent to which a brand delivers value according to the interest and activities of a consumer.
•Brand interdependence: Brand interdependence is the extent which is associated with the frequent interactions of consumer with the brand.
•Personal Commitment: Brand and consumers are committed to each other. Personal commitment refers to the consumer's intention to continue the relationship with a particular brand name. The extent of personal commitment creates a desire to improve or maintain the relationship over time.
•Trust, love and passion: There exists an intense and emotional bond between a consumer and a brand. This develops a passion that connects a consumer to a specific brand. In case of such intense bonding, substitutes can create discomfort. Trust, love and passion for particular brand are the core of strong consumer brand relationship.
•Intimacy: Intimacy is concerned with an elaborative knowledge structure and beliefs of a consumer that makes brand unique and superior than others. This knowledge and belief helps a consumer achieve intimacy and fosters mutual relationship.
•Brand performance: Brand performance is related to the overall performance of a brand that delivers satisfaction and strength to the consumers. The performance of a brand results in the attitude of consumer. In this kind of consumer brand relationship, customers tend to believe in the brand on the basis of economic factor such as price and value.
Conclusion:
It is not mandatory that a brand should gain superiority on all these above mentioned dimensions. Marketers need to focus on all these aspects by keeping a large picture in mind. This will provide the marketers with a more fundamental understanding of consumer brand relationship.