The Meaning of Having a Relationship with a Brand

Brand loyalty is a measure of the attachment that a customer has to a brand. This loyalty reflects how likely a customer will become a brand switcher. Brand switching increases when the brand makes a change, planned or unplanned, such as price, product features or an unexpected crisis. According to Aacker, there is a brand loyalty pyramid.

In the article Branding in the Digital Age (Edelman, 2010) author and research David Edelman successfully illustrates how the Internet has re-ordered the balance of power between consumers and the brands they develop loyalty to over the long-term. His premise of the article is based on how successfully the Internet is transforming buying decisions into a more egalitarian- and trust-based relationship between marketer and customer. The concepts he bases his Customer Decision Journey (CDJ) on is predicated on a foundation of mutual benefit and trust between customer and marketer. The four phases of the CDJ, which are Consider, Evaluate, Buy and Enjoy, Advocate, and Bond are more oriented towards a lifetime relationship with customers versus the completion of a transaction.

relationships, this brand loyalty is extremely difficult to imitate and both are social complexities that offer

Brands have dependable been a guarantee of quality, value and addressing personal needs and this is the way they assemble loyalty, individuals need to reproduce previous good experiences and brands help them to do it effectively, for example, Nike, Apple, Sony etc. In the future, this nature of experience will depend on helping individuals to comprehend and manage how much they consume, not just offering pleasure, efficacy and consistency. These brands are the implications and practices of everyday life. As they do this, not only will they convey the great experiences we need, they will likewise help us to reduce waste, enhance our health and be more aware of our consumptions has on the world around us. These brands are high culture as they fulfil our necessary needs in the world.

Building on the literature review above, brand transgressions provide opportunities for learning about the qualities of the consumer-brand relationship, which guides subsequent development paths (Escalas and Bettman, 2009). Accordingly, although brand transgressions will vary in their severity and cause and differ in their ultimate negotiations, all are significant in their ability to affect consumer-brand relationship progress. Prior research suggests the promise of adapting interpersonal relationships theory that aims to explain behavior in personal relationships, in order to understand relationship heterogeneity in a consumption context (Aaker, Fournier and Brasel, 2004). Building on these studies, we employ an interpersonal relationships approach to investigate individual differences in behavioral

What comes to your mind if Tumi meets Mini Cooper? What do you think if fashion meets soda? You will be surprised and curious about them. This is the magic of brand collaboration. Collaboration strategy becomes a trend/mainstream in various fields these years. The idea of brand collaboration is frequently used in different industries, especially the fashion, food, and film industry. Forming a successful brand collaboration is one of the best and most-effective ways to reach new customers. An unexpected collaboration can refresh strategy and build a good brand awareness. More and more brands realize these benefits of collaboration, so it becomes a popular choice for them to form partnerships with others. The trend of brand collaboration will continue a couple years, so it becomes more competitive because more industries and brands decide to enter this trend. Reconsidering who and how to strengthen the collaboration can be the way of developing the strategies in the future. Companies need to select a good/fit partner and identify the idea they want to achieve in order to set up a successful collaboration. Customers will still have a large interest in this trend but there are few matters that customers would like to have improved, such as quality or functions.

In today’s world, the goal of many large companies is acquiring customers that not only like it’s products or services, but is committed enough to make repeat purchases. This is brand loyalty. People who are loyal to a brand will continue to purchase the product or service from the same company despite the difference in price or lack of convenience. They will do this even though a competitor may offer a superior product. It can be more difficult today than in recent years to develop customers who are truly loyal to a brand. The technology that is available today allows people to view a variety of options easier and be more mindful about their purchasing decisions. Social media provides the consumer base a way to

Recent research has established that customers can form emotional attachments to brands (Park et al, 2010), with fundamental properties and behavioural effects that are similar to their attachments to other people (Fournier, 1998). Albralt and Kleyn, (2011) confirms that the development of a strong brand identity leads to strong emotional attachment, whilst Thomson et al. (2005, p.78) suggests that a consumer’s emotional attachment is underpinned by “brand love, brand affection and brand connection”. These findings suggest that consumers with strong emotional attachment are likely to show positive signs of repeat purchase as they become committed to a brand and hold long-time loyalty

Once you make a connection, consumers — at least those in the B2B realm — are 60 percent more likely to consider, purchase, and even pay a premium compared to competitors who have “low brand connection.”

High end luxury, extravagance is the core of Elie Saab’s business. The brand has become a symbol of indulgence for the finer luxuries. At the essence, it is one of the few haute couture brands which is an added sense of elegance and importance. The brand focuses on those consumers who look toward the augmented value of the product and not the product itself. The representation of ES as a brand for the affluent and glamorous is the intangible benefit offered through its products. "The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty” (Joseph, 2010). The actual product offered by Saab in haute couture is one created through personalized effort and a guaranteed lifelong experience.

Based on previous research studies, the aim of this paper was to examine the relationship between characteristics of brand posts on the intention of users to engage with the brand in Twitter, to explore in depth dimensions of online brand engagement, which include cognition, affect, and behavior and the effect of this online brand engagement on brand loyalty and e-word of mouth. . Furthermore, this study tried to test the proposed conceptual model of online brand engagement that supported engagement between the antecedents and behavior related outcomes associated with “following” brands on Twitter. Specifically, the study examined whether perceived Twitter brand account features (information quality, entertainment, vividness and interactivity) predicted the three aspects of online brand engagement (cognitive, affective and behavioral), and further investigated whether online engagement with brands on Twitter could lead to behavior related outcomes such as brand loyalty and e- word of mouth.

As mentioned in the introduction, Gil, Andrés and Salina (2007) have mentioned that family can affect brand awarenss, associations and perceived quality of a brand. Brand awareness is linked with brand salience. It refers to the ability of customers to recognise a brand in various circumstances. It can be seperated into breadth and depth of brand awareness. Breadth of awareness represents the different circumstances among various products offered that customers can recall the brand. Depth of awareness represents the degree to which a customer can recall a brand (Keller K. L., 1993). Values and memories of a family can influence customers to perceive the brand (Gil, Andrés and Salina,

If the marketing of non-branded products were to receive specialized equivalent advertising, the demand for brand named products will decrease. The term “Brand Love” is a connection and emotional attachment to a brand of products because of the pleasures, satisfaction and feelings that it gives the consumers. As discussed in the Marketing Science Institute article, “it might be explained with reference to the psychological literature on interpersonal love. But the deep sense of fit between customers and brands like Apple, Harley, and Starbucks.” (MSI 2012).

Brand personality is defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347), and it can serve as a set of traits inferences used by consumers to trigger a specific pattern of attitudinal and behavior responses (Fournier, 1998). In her work, Aaker (1997) creates a scale to measure brand personality and extracted five dimensions, including sincerity, excitement, competence, sophistication, and ruggedness, and received empirical support from succeeding studies (i.e. Aaker, Benet-Martinez, & Garolera; 2001; Ekinci & Hosany, 2006; Lee & Back, 2010). In general, theses studies found that customers do perceive brands differently, and such differentiation enables customers to have a reference to make comparisons more easily. It also enables brands to create their own niche and identities to gain competitive advantages, such as emotional attachment to the brand that result in trust and loyalty (i.e. Fournier, 1998; Lee & Back, 2010). It was also suggested that trust and loyalty will

The confidences that consumers have in our brands is a result of our company’s many years of knowledge in marketing, research and development, as well as continuity – consumers relate