Consumer Behaviour

My Brands and I.

The growth in the research of consumer-brand relationship has been a key focus of branding theory in the past few years. Although relatively little work has been done on adopting the relationship metaphor at the consumer brand level, research has been accelerating slowly and there are numerous influential studies such Fournier 1998, Sirgy 1982 and Aggrawal 2001. The Qualitative research process used by both gives an insight in the development of relationship theory in the consumer brand domain. Due to financial and time problems secondary research is mostly used for consumer research. It is therefore not always accurate and credible.

The reason for researching in the brand-domain is that it is extremely helpful to marketers and consumer researchers in our fast moving world where communication is so advanced. There is an immense amount of brand advertising and brand image surrounding us all the time. Advertising not only helps to create and transform cultural meanings for the consumer, but it also represents cultural meanings derived from the consumers (Elliott p136). These are then turned into products through positioning. Individual post purchase in consumer behaviour is also of growing concern to marketers as the shift to the focus on developing long term and profitable relationships . (Arnould&Price&Zinkhan,2004, consumers 2nd Ed)

From a marketers perspective the brand is a very complex entity. This is because the brand works at different levels constantly providing potential consumers information about what is on offer, who it is targeting and the most difficult and important information is how the brand describes the buyer. This essay will develop a framework of my own consumer-brand relationships and the critical analysis will give me different perceptions of myself depending on the brand and environment. I will develop an analysis on my self-concepts that will show what kind of person I am and what kind of person I want to be also how others see me and how I want them to see me.

Brands, defined as collections "of perceptions held in the mind of the consumer," display their characteristics and personalities via the marketing mix. Consumers, conversely, shape their views about a brand in the context of their social environment, culture, and individual values. (Fournier, 1998)

My social environment would mostly consist of my family, extended family and university students. My cultural background is of British Asian and a Muslim origin. My individual values are connected with these backgrounds when I purchase a particular product or brand.

Brands are connected to us in many forms such as communication, learning, history and feelings hence creating a relationship with the dyad. The names maybe simple but the ideas structuring the brands and the different ways in which brands are used are both complex and multi-faceted.

The idea that brands relate to the consumer is referred to as brand relationship or consumer brand relationship. (Fournier, 1998) Fournier introduced the relationship theory to consumer research and demonstrated an understanding of the roles that brands play in the life of the consumer.(Sung and Campbell, 2007) This relationship in return provides an aid for living and meaning in the different aspects of our lives.

The concept of a brand can be shown as five step pyramid consisting of different steps of meaning and involvement.

At the first step the brand is an identifying mark to recognise the product from alternatives referred to as an implicit statement of specification. The next step is soon a mark of assurance, standard of quality and a certain level of reliability is highlighted for the brand. The third step, the brand starts to interpret moments of choice. This is when the brand becomes associated with a choice then it is more likely to be purchased. although successful brands can position themselves to become the best choice due to its purpose such as Kleenex for tissues or Pizza-hut for pizza. Both of these are brands that I personally interact with on a regular basis where quality and reliability are the key features why they are used.

At the mark of association step is more of a badge of a club that the individual wants to be associated with. Here the purchaser is starting to make some form relationship with the brand and to use the brand to establish a self-image to other people. If you then increase this connection with the brand to a point of emotional involvement, then the brand starts to represent who the individual wants to be. "The brand is me. This is my brand".

Consumer-behaviour researchers maintain that, like person-to-person relations, consumers and brands interact to form interpersonal bonds. This relationship like all others is based on three key values, trust, the fulfilment of promises and common values. The brand will deliver these features and these emotional benefits to you.

The brand relationship is also very fragile. A single event, such as low quality or poor service can badly damage the trust that has developed. Over time the brand relationship changes as needs change. The reasons could be that consumers have changed interests or have become bored. Equally on the other hand brands can stagnate and disappear, or become focused on new customers.

Therefore it is not surprising that brand-focused companies spend a great deal of strength in developing their brands to maintain their status, value and relevance to the target audience and always aim for a long term relationship. We can now see marketers constantly focusing on brand relationships for a better product, although an argument is that it's worth recognising that some brands have been selling the same product for many years e.g. Coke, Pepsi and Pizza Hut through marketing, rather than product innovation.

Within Fournier's theoretical framework, (Fournier 1998) the brand is treated as an active, contributing member of a relationship dyad that joins the consumer and the brand. Further, the study proposes that all marketing mix activities and brand management decisions can be construed as behaviours enacted on the part of the brand. Since Fournier's study, subsequent research that builds on the relationship idea is constantly emerging.

Central to the concept of a relationship is the variable of commitment, the intention to maintain the relationship. Commitment has been explored and tested as an important determinant variable in successful relationship marketing. Fournier defines commitment as 'an enduring desire to maintain a valued relationship. (Fournier).

This desire is dependant on the self-concept. Self-concept is the totality of an individual's thoughts

...