Consumer brand relationship definition

consumer brand relationship definition

(), the connection between customer and brand can be defined as consumer-brand relationship (CBR). The start of CBR study become a matter of debate. Consumer-brand relationships encompass several dimensions, most of which provide different definitions, such as “a product, service, or entity that inspires. Consumers' relationships with brands are not all that different than relationships with people. Some you genuinely care are in.

Brand relationship

High customer engagement, like employee engagement, means that customers present themselves physically, cognitively, and emotionally —i. Nowadays, several organizations consider important consumer engagement and know that it needs to be at the center of the customer service strategy. In general terms, customer engagement is focused on the interactions between the firm and the customers and is a key research priority of the Marketing Science Institute MSI.

Focusing on customer engagement, the following papers are worthy of a special mention: According to Hollebeekthere is a lack of consensus pertaining to the definition of engagement-based concepts. Among all of them, we have chosen the two most cited in the literature: In order to measure customer brand engagement CBEHollebeek et al.

Although the aforementioned definitions contain common elements, and three papers — Bergkvist and Bech-Larsen, ; Sarkar and Sreejesh, ; Wallace et al.

Brand Relationship - Definition from KWHS

Basically, it could be said that there has been a fragmented interpretation depending on the research tradition in which they have been supported.

Thereby, customer engagement have been developed from several marketing theories, such as the expanded domain of relationship marketing Morgan and Hunt,or the service-dominant logic perspective Vargo and Lusch,Vargo and Lusch, ; whilst brand love is based on theories from the psychology domain, such as the triangular theory of interpersonal love Sternberg, Another important issue arises: For instance, the concept of self-congruity —that derives from branding theories— has nearly the same meaning as identity, derived from the identification theory.

Finally, both concepts are frequently applied to different objects of study. In general, brand love has been analyzed in research applied to consumer brands in the Fast Moving Consumer Goods industry, whilst customer engagement has been used mainly in the service sector.

However, there are studies that have tried to overcome this limitation.

consumer brand relationship definition

Especially for fulfilling this research gap, in Long-Tolbert and Gammoha model have been developed in order to apply brand love to the case of intangible goods. Conclusion Consumer-brand relationships have received increasing attention during last years, being Kaufmann et al.

This paper contributes to the understanding of the complex brand relationships consumers have, by exploring the dynamics between brand love and co-creation. In the literature on consumer-brand relationships, there are two concepts that determine a very intense link between them; i. In this paper, a conceptual delimitation of these two key terms has been done.

consumer brand relationship definition

To this end, a brief reflection has been started on the context of Marketing 3. Under this paradigm, consumers try to acquire those brands that allow them to especially meet their deeper needs for social, economic, and environmental justice. Namely, consumers no longer consider only the role of brands as mere identifiers of products, services or companies, but try to go further, basing their brand choices on potential associations and emotional benefits that a specific brand is susceptible to provide them.

Then, a conceptual demarcation of terms brand love and customer engagement has been established. In particular, it has become clear how such terms derived from differentiated disciplines and have often been applied to different empirical situations.

Nowadays, given the profound changes taking place in markets, it is necessary to pay attention to how the consumer-brand relationships continue to evolve.

consumer brand relationship definition

In short, among future trends, there should be considered those that are likely to have a greater impact on these relationships, such as the opportunities offered by an efficient management of Big Data and the advent of Marketing 4. Big data helps companies to build strong relationships. Author Contributions All authors listed, have made substantial, direct, and intellectual contribution to the work, and approved it for publication.

Conflict of Interest Statement The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Which relationship type does your brand fall in?

Brand relationship - Wikipedia

Another study conducted by Susan Fournier, et al. Map of Brand Relationship types. The types of relationships brands have with consumers all contain the 6 factors of Brand Relationship Quality you might sometimes see 7 factors: Do they take care of me? Do they listen to me? Do they make up for mistakes? Do they respond to my concerns? Is your consumer-brand relationship interdependent? Finally, the other thing to keep in mind is what bonds you together with the brand?

consumer brand relationship definition

Is it an emotional bond based on feelings such as liking or obsession? Or is it purely a functional bond — I scratch your back, you scratch mine? They are intense, extremely emotional bonds. These close partnerships are for better or for worse, richer or poorer, sickness and in health, and assumed lifelong relationships. Just like a real marriage, a consumer-brand marriage is notably high touch, high maintenance.

And again, as we see in real life, divorces between tightly connected brand and consumer are ugly, costly affairs. A brand needs to hit on all 6 factors of brand relationship quality, but at this level of committment, the brand relationship is the business.

Thus, if right for the brand and consumer, can be highly rewarding. As with any close friendship, it takes a lot of care and effort to achieve BFF status.

Login using

As a brand, you have to actively listen, be open and sometimes even candid, ask and reciprocate, and especially be reliable and dependable. Two keys to this are: In fact, based on a survey of people, rivalries are actually stronger and more intense than best friends, parent child relationships, and on par with marriages!

The presence of the little guy can create the perception that the big brand is a bully, and in result create a lot of animosity. We all love a great underdog story. This is just one way to tap into a powerful means of creating intimacy, passion, and self-connection.

consumer brand relationship definition

You are brought up with it as an integral part of your life. Love, intimacy, nostalgia, and self-connectedness are ever present. This is a hard brand relationship to nail down.

  • Understanding Your Consumer-Brand Relationship
  • The 6 Factors of Brand Relationship Quality
  • Navigation menu

Should a brand be expected to change with its consumers? Might it alienate them by doing so? If the relationship is less functional, then what is more important: Disney is a consummate example of the parent child relationship. The power is also part of the risk.

Shift in Brand Consumer Relationship

Upset, I wrote a rambling, yet emotional blog post detailing how I felt about Disney at age 23 versus how I did as a child. How did I feel? What are we left with? Soulless celluloid, alive but not living. As evident, a perceived lapse of integrity or a rebellious period can be very costly. These short-term, often one off experiences are more emotional than functional, and often rely on impulse. Plant the seed, and if your product is good enough and branding hits on what the consumer is looking for, a fling can actually develop into a longer lasting relationship.

Many brands employ tactics to induce flings. Who knew branding could be so scandalous? At best, we can influence who are teammates are, but in most cases, we rarely choose them. What makes a good teammate? It depends on the team, of course. You not only want a teammmate to be the best at their role, but be strong in ways that complement yourself as a consumer or brand.

Scottie Pippen, not only a great player, but the glue of the rest of the team. Partner quality, interdependence, and intimacy go a long way in creating a relationship that makes the consumer feel that the brand is there to bring out the best in them.

As we see in the sports world all the time, being a great teammate is just as hard as being a great player, but often more important. A great teammate allows brands to be low touch, even distant at times, but intimate enough in the things that matter to read minds! We engage in business relationships because we need something, and know the other person brand can get us what we need. Get in, get out; transactional relationships.

American ISPs are a great example.