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Business Assignment: Brand Loyalty and Attachment

   

Added on  2020-05-28

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Running Head: BRAND LOYALTY AND ATTACHMENTBRAND LOYALTY AND ATTACHMENTName of the Student:Name of the University:Author Note
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1BRAND LOYALTY AND ATTACHMENTIntroductionIt can be said that a consumer has a special relationship with a brand. Many consumersare loyal to particular brand while others experiment with different brands instead of sticking toone. It is to be mentioned that there exists many dimensions of brand relationship with thecustomers. According to Pappu and Quester (2016), the key themes that have been associatedwith brand relationship are: Brand Attachment, Self identity concept and Social Media.DiscussionIt is to be stated that every popular brand has a group of customers who will tend chooseand buy products and commodities produced by that specific brand. This special group ofcustomers is generally termed as brand devotees. Brand Devotees have an extreme emotionalattachment with a specific brand and have a high level of commitment to it. Brand devotees arethe greatest assets of a brand. According to Levy and Hino (2016), the level of exclusiveattachment with a brand originates from excessive Brand Loyalty. The Brand Devotees have astrong biasness for their chosen brand and therefore their judgment about the products andcommodities produced by the brand are clouded. They can evaluate the true value of the value ofthe Brand as they have too deep and emotional connection with it. According to the Attachment theory it can be said that people who have strong level ofattachment with their loved ones are generally the ones who are willing enough to makesacrifices for the ones they are attached to. However, the sacrifice to them is justified as theyperceive their sacrifice as an investment in life for their emotional attachment. It is to bementioned similar is the case with brands. As opined by Brocato, Baker and Voorhees 2015
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2BRAND LOYALTY AND ATTACHMENTPeople perceive emotional attachments with brands just as they experience the same with people.It can be said that if people have repeated and frequent interactions with brands their emotionalattachment increases over time. It can be said that the idea of being devoted to a brand reflects inproper relationship as well. Just as people feel attached to a person in a relationship they feel thesame about a brand. The other factor that closely associates an individual with a brand is the idea of preferringa specific brand as the same suits their personality self identity. As opined by Levy and Hino(2016), people can often relate the products and commodities of specific brands with their selfidentity and personality and therefore have biasness towards that brand. It can be said thatconsumers have a tendency of using possessions and brands to create self identity. It can be saidtherefore the idea of self identity and consumer behaviour are closely related. It can be noted thatpeople while choosing a specific brand explores his needs, then verifies it and finally affirms it.However important mention should be made of the fact that consumers engage in restorativebehaviour to investigate whether the specific brand relates to their self identity.According to Schivinski and Dabrowski (2016), social media also plays an influentialrole in creating and promoting brand loyalty among people as it gives people an insightful viewabout the customer base of the brand and understanding norms and preferences of people in localas well as global markets. It can be said that social media affects consumer behavior and oftenproduces better results in promoting a brand than generic messaging. It has been found thatconsumers and customers often respond positively to the brands which try to connect with peopleand create a dialogue with them (Proksch, Orth and Cornwell, 2015). The brands which share theviews of the people are more likely to have a positive effect on them. Promotion of brands bycelebrities, who are patronized by people on the social media, has also been found to be effective
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