Analysis of Customer Based Relationship and Brand Equity Reading Report. Yang LIU
After reading these two articles Consumers and Their Brands: Developing Relationship Theory in Consumer Research by SUSAN FOURNIER and Conceptualizing, Measuring, and Managing Customer-Based Brand Equity written by KEVIN LANE KELLER. The main idea of these two articles is exploring the relationship between consumer and brands. And this do interests us and we learn a lot. . These two authors come up with the new theory based on specific perspective that is really helpful to understand the relationship between customer and brands. Firstly, they use the different approaches to testify their theories. After that, they analyze the results and concluded how the customer-brands relationship affects each other. From the consumers’ perspective, consumers have various relationships with different brands, each of them was related to the consumers’ background, experience, preference, characters, social network and so on. However, different factors will play a significant role in the process of making decisions. From the brands’ aspect, the primary thing that brands need to do is to build their own brand knowledge that includes brand awareness and brand image. After that, the brand should convey their brand knowledge in order to build customer-based brand equity. Therefore, these researches are helpful for marketing managers to know how the brand relationship role is constructed and understand in what way that brand contributes to the maintenance of the relationship. And for the researchers, these articles offer the valuable theory and specific methodology that could guide them to have a deep understanding of this brand-consumer relationship. Consumers and Their Brands: Developing Relationship Theory in Consumer Research At the very beginning, the author comes up with the theory that the relationship between consumer and brand is valid. And this theory is testified by...
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