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The hidden emotions between brands and consumers: Do you know how they build deep connections?
In today's highly competitive market, the connection between brands and consumers has become increasingly important. These connections are not just based on product features or price, but involve emotion, trust and recognition at a deeper level. Since the 1990s, scholars have begun to explore this consumer-brand relationship (CBR), with a focus on how consumers view their interactions with brands.
The value of a brand is no longer just the product itself, but the emotional connection that consumers have with the brand.
The historical evolution of brand relationships
The concept of brand relationship was first proposed by Max Blackston in 1992, emphasizing the active role of the brand itself in communicating with consumers. Subsequently, Susan Fournier conducted in-depth research in 1994 and proposed the consumer-brand relationship framework, providing brand managers with a new perspective to understand interactions with consumers.
Diversity of brand relationships
There are many types of brand relationships, including trust, loyalty, commitment and other dimensions. Research shows that these psychological connections can influence consumers’ purchasing intentions and behaviors. For example, the concept of brand love highlights consumers' deep love for a brand, which not only improves brand loyalty, but is also closely related to consumers' self-identity.
Consumers not only build relationships with brands, but their self-worth is also confirmed through the brand's image.
The power of brand community
Brand community refers to a group of consumers who share similar brand emotions. These communities can strengthen brand loyalty, and these consumers will continue to support the brand even when it faces challenges. For example, some brands are able to maintain a strong market position even after encountering negative news, largely due to their loyal brand communities.
The formation of brand intimacy
Brand Intimacy is an indicator that quantifies the emotional connection between a brand and consumers. This emotional connection has three levels: sharing, connection and integration. Brands that can build deep relationships with consumers on these levels can achieve greater brand loyalty and consumer satisfaction.
The results of brand relationships
Strong brand relationships will promote positive effects such as word-of-mouth marketing, purchase intentions and consumer behavior. However, brands may also face negative consequences, such as consumer boycotts or negative word-of-mouth. The real challenge is how to maintain good brand relationships in a fierce market environment.
The emotional connection between consumers and brands not only affects purchasing behavior, but is also crucial to the long-term development of the brand.
Future Outlook
With the advent of the digital age, brand relationship management is also facing new challenges and opportunities. Companies must continue to innovate to improve the quality of interactions with consumers and thereby enhance brand appeal.
The secret emotions between brands and consumers actually shape consumers’ purchasing choices and brand image. Are you also thinking about how your own brand emotions and those deep connections are formed?
