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The secret of brand relationships: Why do some brands make people fall in love?
In today's consumer world, a brand is no longer just a symbol of a product, but has become an extension of consumers' emotions and identity. With the emergence of brand relationship theory, academic circles have conducted in-depth research on how brands establish emotional connections with consumers. This theory helps managers and stakeholders understand what drives brand attitudes, brand loyalty, and consumer lifetime value and community. The relationship between brands and consumers has evolved into a complex interaction that is not just about how consumers feel about the brand, but also how the brand responds to the consumer.
The model of brand relationship reveals the multi-level connection between consumers and brands, and different relationship types can trigger different emotional experiences.
The development history of brand relationships
The theory of brand relationships began in the 1990s. Max Blackston first emphasized in 1992 that brands should be active participants in the relationship, not just consumers' subjective perceptions. Subsequently, Susan Fournier proposed a comprehensive consumer-brand relationship framework in her 1994 paper. In the past 25 years, research in this field has continued to grow, covering psychology, anthropology, economics and other disciplines. Researchers have explored how brands can establish deep emotional connections with consumers.
The study of brand relationships is not only an academic exploration, but also an important strategic tool in practical operations.
Types of brand relationships
There are many types of brand relationships. In Fournier's 1998 study, brand relationships were divided into 15 different forms, including mutual recognition and emotional dependence. In addition, Fajer and Schouten proposed a loyalty order model, which distinguished exchange relationships and community relationships. These different relationship types influence consumer behavior and consumption decisions, and are also important considerations for brand management.
Brand intimacy
Brand intimacy is a way to describe the strength of the emotional connection between a brand and its consumers. This model highlights the central role of trust and emotional attachment in building brand intimacy. Consumers may form different levels of intimacy with a brand at different times: from sharing the brand concept to deeply integrating the brand into becoming a part of daily life. This process takes time and interaction, and as the relationship between consumers and the brand evolves, the brand's value and market competitiveness will also be enhanced.
The improvement of brand intimacy can not only increase consumer loyalty, but also significantly improve the brand's market performance.
The results of consumer behavior
According to research, positive brand relationships can drive word-of-mouth, increase purchase intentions, and even influence consumers' actual purchasing behavior. In contrast, a negative consumer-brand relationship may lead to brand avoidance, negative reputation and other impacts. Currently, more and more marketing professionals are aware of the benefits of building long-term consumer relationships and are committed to attracting new customers while strengthening existing customer relationships.
The stronger the relationship between a brand and its consumers, the higher the chance of a positive outcome for the business.
Thinking about the future
With the advent of the digital age, interactions between brands and consumers have become increasingly frequent. Consumers can share their opinions about brands at extremely fast speeds through social media and various channels, which makes brand managers face new challenges. However, it is also a great opportunity for brands to gain a deep understanding of consumer needs and emotions and adapt and innovate accordingly. In the future, how will brands further strengthen their emotional connections with consumers to stand out in the fierce market competition?
