Brand Relationships and Self

The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the “new” customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines. Using the three key points at which the two disciplines intersect—messages, stakeholders, and interactivity—the authors develop a communication-based model of marketing. They demonstrate how interactive communication at three levels—corporate, marketing, and marketing communication—leads to the brand relationships that drive brand value.

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Reflections on the State-of-the-Art in ‘Ethics & Morality in Customer-Brand Relationships’: Directions for Future Research

Journal of Business Research ◽

10.1016/j.jbusres.2018.10.057 ◽

2019 ◽

Vol 95 ◽

pp. 392-400 ◽

Cited By ~ 3

Author(s):

James Agarwal ◽

Naresh K. Malhotra

Keyword(s):

State Of The Art ◽

The State ◽

Future Research ◽

Brand Relationships

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Beyond Hedonic Consumption: The Role of Eudaimonic Value in Consumer–Brand Relationships: An Abstract

Marketing Opportunities and Challenges in a Changing Global Marketplace - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-030-39165-2_42 ◽

2020 ◽

pp. 103-104

Author(s):

Khaled Aboulnasr ◽

Gina Tran

Keyword(s):

Brand Relationships ◽

Hedonic Consumption

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The impact of brand concept on brand equity

Asia Pacific Journal of Innovation and Entrepreneurship ◽

10.1108/apjie-08-2017-030 ◽

2017 ◽

Vol 11 (2) ◽

pp. 233-245 ◽

Cited By ~ 7

Author(s):

Joo-Eon Jeon

Keyword(s):

Brand Equity ◽

Emotional Attachment ◽

Brand Performance ◽

Brand Relationships ◽

Content Type ◽

Customer Commitment ◽

Brand Relationship ◽

Brand Concept ◽

The Impact ◽

The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

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Understanding lovemark brands

Spanish Journal of Marketing - ESIC ◽

10.1108/sjme-07-2018-0035 ◽

2018 ◽

Vol 22 (3) ◽

pp. 272-294

Author(s):

Apostolos Giovanis ◽

Pinelopi Athanasopoulou

Keyword(s):

Hierarchical Model ◽

Least Squares Method ◽

Brand Performance ◽

Brand Relationships ◽

Love Styles ◽

Content Type ◽

Consumer Responses ◽

Repurchase Intentions ◽

Emotional Aspects ◽

Partial Least Squares Method

Purpose The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them. Design/methodology/approach On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model. Findings Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships. Originality/value This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships.

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