Consumer Brand Relationship

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Analyze consumer-brand relationships in a product category of your choice Brand Relationship Management

Table of Contents
1. Instroduction6
2 Literature Review8
2.1 Brand8
2.2 C-C Identification and Relationship9
2.3 Relationship marketing9
2.4 Brand Personality11
2.4.1 Personality as Self-Image11
2.4.2 Big Five Dimensions of human Personality12
2.4.3 Recent Concept on the Brand Personality Concept13

Record Revision History
Rev| Effective date| Date Entered| Amended item| Entered by| 0| Oct 12, 2012| | New release| Raymond|
V1| Oct 15, 2012| | Added 2.1 Brand| Raymond|
V1.1| Oct 20, 2012| | C-C Identification and Relationship| Raymond| | | | | |
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1. Instroduction

A consumer-brand could describe as thought-out to be the appearance, image, logo, Country-of-Origin (Daye & VanAuken, 2008) of an organization. The majority perceptible characteristic of a consumer-brand and customer’s self-concept is the symbol, icon, emblem etc (Magin, Algenheimer, Huber and Herrmann 2012). Another viewpoint commonly acknowledged, that is to say product - brand as personality. Preceding studies have acknowledged that “consumer-brands is perceiving the brand’s personality (Lastovicka and Joachimsthaler 1988), and also by perceiving their own personality or self-conception (Maeder et al. 2000).” (Magin, Algenheimer, Huber and Herrmann 2012).

The intention of this research paper is to present details, identify and analyze consumer-brand relationships in a world consumer-brand like IKEA NIKE, a leader of a Swedish furniture company. To study more of IKEA, Nike as a consumer-brand and how the brand personality has a consequence on consumers ‘choice and trust, loyalty towards a brand.

In addition, principle of this study was to investigate consumer-brand personality has a consequence on consumers favorite, satisfaction and trust towards a consumer-brand, and moreover, brand personality is first influencing brand identification,

Another aspect of this paper was to explain and give detail the meaning of commercial brands by examine how brand personality attributes are structured in the minds of individuals (Asker, 1997). For example, “The Marlboro Man is an egoistic ideal; at home in his universe, master of his destiny. Thus, the Marlboro Man has come to symbolize individualism and independence” (Vacker, 1992, p.746).

The purpose of this paper was to study how the consumer-brand (consumer-brand) has significance influence on consumers purchase behavior toward a certain brand. Also, under what conditions how the consumer start enter into relationship with the firm. A C-C (consumer-company) connection like buying preference, builds confidence, loyalty, and enters into momentous relationships with them. Furthermore, to discover whether brand consumer correlation might consequence brand identification with the organization (IKEA), as an indirect or direct relation, on its way to develop preference and trust.

Another aspect of this research paper was to make a literary comparison linking Hong Kong and Sweden. The purpose to determine if there are any distinction in how customers from diverse cultures sight brand personality and whether that influence the outcome for brand identification, favorite and trust. The conclusion will help to identify with the effects of brand personality, its relationship/connection with the procurer. What is more whether the notion of brand identification is the significant characteristic in to develop consumer’s preference and trust towards a specific brand?

Furthermore, to learning why and how consumers tend to connect countries toward a cosumer-brand. This...
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