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Essay / Research Paper Abstract
This 3-page paper discusses if customers form relationships with brands, products or services. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTcusbrare.rtf
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Unformatted sample text from the term paper:
much form relationships with products as much as they form relationships with brands. She points out that brand loyalty and brand personality are likely to encourage a consumers buying decision
as much as anything else (Fournier, 1998). Some years later, in 2001, Muniz and OGuinn agreed with this assessment, pointing out that the "brand community" is more than a bunch
of people who buy a particular brand - rather, its a structured, social relationship among admirers of a particular brand. For example, Harley-Davidson bike riders dont buy the motorcycle because
its a good product. They buy it because of the name, the history and the fact there are other "Hog" fanatics who like it, too.
McAlezander and colleagues took this a few steps further in 2002, writing that a brand community is multi-faceted, as it involves a relationship between not only the
customer and the brand, but also the customer and the product, the customer and the manufacturer and the customer and other users.
However, Vargo and Lusch (2004) tend to disagree with Fourniers hypothesis, pointing out that consumers are looking for service rather than goods (or brands) when it comes to economic
exchange. Davis also points out that societal shifts in recent years means that consumers want more than simply a brand when it comes to buying - they want better customer
service departments and a more positive in-store experience (Davis, 2005). "The strong brand is built by more than just advertising," Davis writes. "It is built by polite and responsible employees
manning customer service departments" (Davis, 2005, p. 198). Its also built by a positive experience at the point of purchase location (Davis, 2005).
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