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Essay / Research Paper Abstract
This 3-page paper examines the concept of brand loyalty as it applies to cell phones (Sprint) and movies (Disney). Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTbrandrel.rtf
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Unformatted sample text from the term paper:
much with their products as they do with the brand names. Though others have argued against Fourniers conclusions over the years, when it comes to certain brand names, customers will
have a fondness for one over the other. This is the case when it comes to cell phones (such as Sprint) and movies, such as Disney.
Though Fournier first introduced the concept of consumer relationship with brands in the late 1980s, Albert et al (2008) recently did a study in France about
consumer and their love toward certain brands. The results, perhaps unsurprisingly, determined that various dimensions of love apply to fondness for brands (Albert et al, 2008).
But why? What determines one brand creating such passion over another? Jooyoung et al (2008) point out that true brand loyalty comes about from five distinct
antecedents - brand credibility, brand conviction, attitude, strength and brand commitment. When it comes to cell phones and movie studios, all five of these can come into play.
Sprint, which is part of Sprint Nextel, has a very strong brand image (MarketWatch, 2008). The company spends a great deal of money advertising
(approximately $1,600 million in 2006) (MarketWatch, 2008). Also, as of this year, the company is the main sponsor for NASCAR, which means it has more of a broad range of
advertising, merchandising and technology-related opportunities (MarketWatch, 2008). But Sprint is best known by its pin drop - the campaign begun more than 20 years ago, and symbolizing crystal clarity in
its technology. Users of the product are fantastic about it, claiming the Sprint-Nextel network is among the best when it comes to calls that arent dropped. Try to offer these
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