Will You Defend Your Loved Brand?

Mansoor Javed, Sanjit Roy and Bano Mansoor

Chapter 2 in Consumer Brand Relationships, 2015, pp 31-54 from Palgrave Macmillan

Abstract: Abstract Consumers and products have been in question since the earliest thoughts about marketing, with the prime focus on transactions. Later, the focus on transactions started to be replaced by a focus on relationships, and so the focus shifted from products to brands. Initially, the importance of relationships was recognized among the different marketing players, manufacturers, suppliers, distributors, and then somehow customers. But the real shift in the thinking about marketing emerged from the real focus on the consumer brand relationships, with the prime focus on ‘consumers,’the prime end user of any products or services. And the quest began from this focal shift, how consumers respond to the brand offerings and efforts, how they relate themselves to brands, how they feel about brands, and how and what they attribute to the brands to which they feel related.

Keywords: Negative Information; Consumer Electronic; Brand Loyalty; Average Variance Extract; Brand Relationship (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-42712-0_3

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DOI: 10.1057/9781137427120_3

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