scholarly journals The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

2021 ◽  
Author(s):  
◽  
Nicholas Paul Thompson
Keyword(s):  
Relationship Marketing ◽  
Brand Image ◽  
Customer Relationships ◽  
Brand Performance ◽  
Key Factors ◽  
Brand Relationships ◽  
Relationship Partners ◽  
Consumer Perspective ◽  
As Relationship ◽  
Do So

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

scholarly journals The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

2021 ◽  
Author(s):  
◽  
Nicholas Paul Thompson
Keyword(s):  
Relationship Marketing ◽  
Brand Image ◽  
Customer Relationships ◽  
Brand Performance ◽  
Key Factors ◽  
Brand Relationships ◽  
Relationship Partners ◽  
Consumer Perspective ◽  
As Relationship ◽  
Do So

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

The Rise of Relationship Marketing with Social Media

2015 ◽  
pp. 196-213 ◽  
Author(s):  
Ana Margarida Barreto
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Brand Equity ◽  
Brand Image ◽  
Market Performance ◽  
Consumer Perspective ◽  
New Challenges

The mission and concern of the proposed chapter is to contribute to the improvement of market performance through marketing, specifically relationship marketing, by taking into consideration the brand perspective and the consumer perspective. In addition, the proposed chapter aims to describe how social media has brought big challenges to brands, especially the strong ones, with repercussions on their brand image and consequently their brand equity, and how relationship marketing can be the answer to these new challenges.

Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Jean-Louis Moulins ◽  
Elyette Roux
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Three Dimensional ◽  
Customer Relationships ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Content Type ◽  
Specific Relationship

PurposeDespite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.Design/methodology/approachThis paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.FindingsThe results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.Research limitations/implicationsThis article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.Practical implicationsTo strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.Originality/valueThis research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).

A Communication-Based Marketing Model for Managing Relationships

1998 ◽  
Vol 62 (2) ◽  
pp. 1-13 ◽  
Author(s):  
Tom Duncan ◽  
Sandra E. Moriarty
Keyword(s):  
Relationship Marketing ◽  
Brand Value ◽  
Critical Element ◽  
Marketing Communication ◽  
Marketing Theory ◽  
Brand Relationships ◽  
Interactive Communication ◽  
Marketing Model ◽  
Key Points ◽  
Valuable Element

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.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
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.

scholarly journals Understanding lovemark brands

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.

scholarly journals Relationship Marketing: A competitive Marketing StrategyIt’s Importance, Nature and Need: A Review

2013 ◽  
Vol 1 (3) ◽  
pp. 444-452
Author(s):  
Jiwan Jyoti
Keyword(s):  
Relationship Marketing ◽  
Inflation Rate ◽  
Sustainable Growth ◽  
Business Organizations ◽  
New Economic Policy ◽  
Fuel Prices ◽  
Strategic Competition ◽  
Loyal Customer ◽  
The Relationship ◽  
Do So

In today‟s intense competition, it is very important for any business organization to keep their customers otherwise the competitors will attract them as business is all about creating customer, satisfying a customer and retaining a customer. Increasing inflation rate, increasing rate of interests, hike in fuel prices, global slowdown in economic growth are a few reasons of worry for the companies to think differently to maintain their sales and profit. The business organizations are struggling for their survival and sustainable growth. On the other hand, the new economic policy of India has also opened its trade for the multinationalcompanies. Therefore companies are trying to do something by which they can keep their customers and it is the Relationship Marketing which helps the companies to do so. It is an important tool for strategic competition management. As it is well known fact that a satisfied and loyal customer brings three new customers, therefore companies try all their efforts to maintain good relations with its customers. They are providing value for their money & efforts, they areproviding information about their actions, they are inviting them for feedback etc.

An empirical study of the antecedents and consequences of brand engagement

2015 ◽  
Vol 33 (4) ◽  
pp. 575-591 ◽  
Author(s):  
Ho Yin Wong ◽  
Bill Merrilees
Keyword(s):  
Structural Equation ◽  
Goodness Of Fit ◽  
Fit Indices ◽  
Brand Performance ◽  
Content Type ◽  
Explanatory Variables ◽  
Brand Engagement ◽  
Consumer Perspective ◽  
Antecedents And Consequences ◽  
New Perspective

Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms is undertaken to test the model. Structural equation modelling (SEM) is used to estimate the parameters of the model. Findings – A reliable and valid measure of brand engagement is established. The SEM model works well, in terms of goodness of fit indices. The results demonstrate that there are major brand performance benefits (consequences) of brand engagement. Additionally, and important for the practical implications, the results show that brand orientation is a major antecedent to brand engagement. Research limitations/implications – The study needs to be replicated in other countries, with scope to add other explanatory variables for influencing brand engagement. The results have considerable practical benefits for guiding the introduction of measures to enhance brand engagement. Originality/value – The study builds on earlier (mainly consumer) conceptual approaches to brand engagement, but goes further in that it provides empirical evidence about the nature, antecedents and consequences of brand engagement and further, offers a management rather than consumer perspective. Essentially, the study reveals a new perspective of factors that encourage firms to connect/engage their brands with consumers. Brand engagement is a dual concept, reflecting both a consumer and a firm perspective.

Customer Relationship Management and Knowledge Discovery in Database

2010 ◽  
pp. 902-907
Author(s):  
Jounghae Bang ◽  
Nikhilesh Dholakiam ◽  
Lutz Hamel ◽  
Seung-Kyoon Shin
Keyword(s):  
Knowledge Discovery ◽  
Relationship Marketing ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Knowledge Discovery In Databases ◽  
Data Warehouses ◽  
Customer Data ◽  
Purchase Patterns

Customer relationships are increasingly central to business success (Kotler, 1997; Reichheld & Sasser, 1990). Acquiring new customers is five to seven times costlier than retaining existing customers (Kotler, 1997). Simply by reducing customer defections by 5%, a company can improve profits by 25% to 85% (Reichheld & Sasser, 1990). Relationship marketing—getting to know customers intimately by understanding their preferences—has emerged as a key business strategy for customer retention (Dyche, 2002). Internet and related technologies offer amazing possibilities for creating and sustaining ideal customer relationships (Goodhue, Wixom, & Watson, 2002; Ives, 1990; Moorman, Zaltman, & Deshpande, 1992). Internet is not only an important and convenient new channel for promotion, transactions, and business process coordination; it is also a source of customer data (Shaw, Subramaniam, Tan, & Welge, 2001). Huge customer data warehouses are being created using advanced database technologies (Fayyad, Piatetsky- Shapiro, & Smyth, 1996). Customer data warehouses by themselves offer no competitive advantages: insightful customer knowledge must be extracted from such data (Kim, Kim, & Lee, 2002). Valuable marketing insights about customer characteristics and their purchase patterns, however, are often hidden and untapped (Shaw et al., 2001). Data mining and knowledge discovery in databases (KDD) facilitate extraction of valuable knowledge from rapidly growing volumes of data (Mackinnon, 1999; Fayyad et al., 1996). This article provides a brief review of customer relationship issues. The article focuses on: (1) customer relationship management (CRM) technologies, (2) KDD techniques, and (3) Key CRM-KDD linkages in terms of relationship marketing. The article concludes with the observations about the state-of-the-art and future directions.

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