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Essay / Research Paper Abstract
This 3 page paper takes a look at marketing and claims that customers really do not have relationships with brands. Bibliography lists 3 sources.
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3 pages (~225 words per page)
File: RG13_SA940brd.rtf
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Unformatted sample text from the term paper:
other factors. They purchase things for which they have coupons, ignoring real brands and some people pride themselves on choosing items that are generic. That is, they like to brag
about the good deal they get when they are not taken in by branding. Yet, there are brands to which people seem to become accustomed. They want to buy American
made products and find themselves buying a Ford pickup truck, or they despise American cars because of the problems they have had with them and instead vie for the Honda
or Toyota product. And while some people are not brand savvy, or really do not seem to care, they do gravitate toward certain labels like Hunts or Campbells. First, what
is branding and brand positioning, and why are they important? David Ogilvy defines brand as follows: "The intangible sum of a products attributes: its name, packaging, and price, its
history, its reputation, and the way its advertised." Solomon & Stuart (2002) remark that brands are relevant to the success of a marketing program and that "branding strategies are
a major part of product decision making" (p. 296). Brand relationship proves important, but it is not always the most significant aspect of product placement and marketing. While branding is
essential, it is not the only thing. The question regarding whether consumers have relationships with brands is rather controversial. Susan Fournier (1998) for instance believes that customers do
have relationships with brands. She claims that a brand is very much an active relationship partner and also provides data to demonstrate that individuals do create such relationships
(Fournier, 1998). Some wonder why this is a significant topic. Fournier (1998) believes that the quality of the brand relationship will dictate consumer behavior. Hence, through creating strong brand
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