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

Author

Listed:
  • Umesh Ramchandra Raut

    (Faculty of Economics (FEP), University of Porto, Portugal)

  • Pedro Quelhas Brito

    (Faculty of Economics (FEP), University of Porto, Portugal)

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.

Suggested Citation

  • Umesh Ramchandra Raut & Pedro Quelhas Brito, 2014. "An analysis of brand relationship with the perceptive of customer based brand equity pyramid," FEP Working Papers 526, Universidade do Porto, Faculdade de Economia do Porto.
    • Handle: RePEc:por:fepwps:526
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    File URL: http://www.fep.up.pt/investigacao/workingpapers/wp526.pdf
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    References listed on IDEAS

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    1. Moore, Karl & Reid, Susan, 2008. "The Birth of Brand: 4000 Years of Branding History," MPRA Paper 10169, University Library of Munich, Germany.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Vanitha Swaminathan & Karen L. Page & Zeynep Grhan-Canli, 2007. ""My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 248-259, May.
    4. Karl Moore & Susan Reid, 2008. "The birth of brand: 4000 years of branding," Business History, Taylor & Francis Journals, vol. 50(4), pages 419-432.
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    Cited by:

    1. Sufyan Habib & Nawaf N. Hamadneh & Mohammed Arshad Khan, 2021. "Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    2. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    3. Umesh Ramchandra Raut & Pedro Quelhas Brito & Prafulla Arjun Pawar, 2020. "Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity," Global Business Review, International Management Institute, vol. 21(1), pages 162-175, February.
    4. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.

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    More about this item

    Keywords

    Brand; brand resonance; brand relationship; brand attachment; brand loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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