An analysis of brand relationship with the perceptive of customer based brand equity pyramid

Umesh Ramchandra Raut () and Pedro Quelhas Brito ()
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Umesh Ramchandra Raut: Faculty of Economics (FEP), University of Porto, Portugal
Pedro Quelhas Brito: Faculty of Economics (FEP), University of Porto, Portugal

FEP Working Papers from Universidade do Porto, Faculdade de Economia do Porto

Abstract: The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is important. The presence of strong brand in the market is the source of various financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer connected with brand. Our move toward a science of consumer-brand relationships presents many challenges, many doubts that something so idiosyncratic can be brought to the level of generalizability that science requires. Literature of branding verify that the brand resonance is not depends on one thing only; it shows the impact of many brand related factors. Marketers must know the nature and mode of the consumer’s relationship with their brand. This study presents the brief discussion on brand resonance with help of literature of branding.

Keywords: Brand; brand resonance; brand relationship; brand attachment; brand loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 17 pages
Date: 2014-02
New Economics Papers: this item is included in nep-ind, nep-ipr, nep-pr~ and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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