Consumer Brand Relationships Literature review Example | Topics and Well Written Essays - 2000 words

Consumer Brand Relationships - Literature review Example In this framework the definitional association is also pertinent. Linking human personality with brand image is not, though, an easy undertaking. The difficulty that psychologists face in determining and assessing personality equally becomes an issue for people who study the art of brand imaging (Bradley, 2010). It is not unusual, therefore, that those who identify brand image by alluding to human personality do not try to identify the latter concept in any more comprehensive way. They just suggest that goods possess behavioural images, or they centre in on some markedly human factor like age, gender or social caste (Batra, Ahuvia and Bagozzi, 2008). Fig. 2 - The determinants of customer-brand relationships (Martensen and Gronholdt, 2010) Brand Relationships Brand relationship, an alleged interpersonal connection in a branding framework,  assumes that brands and customers are able to have a special connection through a shared communication system. Still, some critics have stated th at a brand relationship cannot really be said to reflect an interpersonal association because of the fact that the key components in interpersonal relationships like interdependence and intimacy are lacking. Even though research has in the past revealed that consciousness actually decides how people perform their daily duties, evidence shows that behaviour can actually be in accordance with the pursuit of individual objectives where cognisance is induced (Carroll and Ahuvia, 2006). However, the function of human consciousness is not always obvious a consumer and brand relationship situation. This suggests that the lack of consciousness can actually stop people from value their  relations in a suitable manner. For example, the related members of a... In the present extremely competitive business field, singular images or one-way messages are no longer relevant in capturing and holding consumer interest. A brand’s value is connected to the relationships it creates and the social connections it inspires among consumers who purchase the service or product. The task of managing such extensive relationships that seem to cover every aspect from the production of a product to its consumption is what most marketers are occupied with. If its creators and marketers have taken care to ensure the existence of such relationships, a brand can actually stop being seen as a mere product to become a platform for the shared experiences of its consumers, thus generating more revenue. Defining a brand’s social nature means considering what consumer’s expectations about a certain brand are and how to encourage the consumers to have even loftier expectations in future. Marketers such as eBay and IKEA, for example, are some of thos e that are at the forefront in intentionally inducing a desire for less acquirement of phenomenal experiences with goods or even the products themselves, for more lasting and consequential varieties of fulfilment.