Here is the synopsis of our sample research paper on Consumers Seem to Forge Relationships With Brands. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4 page paper examines branding and focuses in on how consumers forge relationships with brands. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: RG13_SA937brn.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
an active relationship partner and also provides data to demonstrate that individuals do forge these key relationships (Fournier, 1998). Some wonder why this is such an important topic.
Fournier (1998) explains that the quality of the brand relationships will dictate consumer behavior. Hence, by creating strong brand relationships, companies can guarantee future success. McAlexander, Schouten & Koenig (2002)
go a step further and say: " Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in
use, and among fellow customers" (p. 38). While all true, the relationship with the brand seems to include the customers relationship with the firm, the product and other consumers. It
is the brand that drives the other key relationships. People for example purchase brand name products because they know that they will get good quality products. For instance, they may
purchase Adidas or Reebok sneakers because they are well known quality brands. The consumer feels as if they are reliable. There will be a consistency in terms of quality
and people do not like to take risks when they are making purchases. Of course, developing a relationship with a brand is more than just implementing marketing techniques. There is
a true "relationship" that is created between a brand and a customer. Also, it is a relationship that is difficult to change. Fournier (1998) does appear to be
correct. Customers do seem to have relationships with brands. Fournier (1998) also examines brand personality in addition to brand loyalty. Of course, the question of whether or not people
have real relationships with brands is still unclear. Do people really have relationships with brands or are they merely familiar with the brands? Familiarity is not the same as the
...