Consumer Relationships with Brands

View Sample PDF

Copyright: 2015
Pages: 17
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch003

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

Purchase

View Consumer Relationships with Brands on the publisher's website for pricing and purchasing information.

Abstract

A brand can be one of a firm's most valuable assets; however, the value of a brand is contingent on the perceptions, attitudes, and behaviors of its consumers. A brand can legally belong to a firm, but its value is in consumers' hands. Thus, it is important to know how a brand can connect with its users and how to build strong brand relationships that lead to consumer loyalty and advocacy for a brand. Brands can also influence the adoption of new products by helping consumers to reduce the uncertainty of new product adoption. This chapter addresses how marketing strategies can enhance brand relationships.

The IRMA Community

Research IRM

Consumer Relationships with Brands

Purchase

Abstract

Related Content

IRMA Sponsors