عنوان انگلیسی مقاله:

Consumers’ relationships with brands

ترجمه عنوان مقاله: روابط مصرف کنندگان با نام تجاری

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Contemporary research on consumer–brand bonds has moved beyond founding notions of loyalty and commitment and the marriage metaphor that encompasses them to explore diversity in brand relationships and the rules that govern them. Research shows that strong, positive relationships are less frequent than anticipated and that all brand relationships carry risks — for consumers and for brands. On the brand side of the relationship equation, anthropomorphism has emerged as a key condition for processes governing human interactions to transfer to brands. On the person side, attachment styles affect brand relationships through compensatory, self-signaling, and assimilative mechanisms. Future research informs pointed critiques about brand relationships and the dynamics that govern their development.

مقدمه مقاله

Strong, positive relationships are not as frequent as marketers would like.
The formation of strong bonds brings unanticipated risks for consumers and brands.
Anthropomorphism activates interpersonal processes in consumer–brand relationships.
Attachment style effects on brand bonds can vary from those at play in human relations.
Scholarly critiques invite revision and extension of early brand relationship frameworks.

Driving engagement and revenue are key responsibilities for managers, non-profit leaders, and governments, and academic researchers from marketing and consumer   psychology have contributed much knowledge to inform this mission. Research has progressed  with inspiration from attitude and, later, sociocultural theories, but a different psychological perspective   introduced in the early 1990’s [1] offered new  insights by focusing on the relationships that form between consumers and brands. This review of recent scholarship is structured in terms of the three foundational elements of the brand relationship entity: (1) the bond between consumer and  brand, and (2) brand and (3) consumer as essential relationship partners. A critique of assumptions underlying the brand relationships perspective is considered, and a glimpse into promising future research concludes the review.

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