Consumer Brand Relationship
Analyze consumer-brand relationships in a product category of your choice
Brand Relationship Management
Table of Contents 1. Instroduction 6 2 Literature Review 8 2.1 Brand 8 2.2 C-C Identification and Relationship 9 2.3 Relationship marketing 9 2.4 Brand Personality 11 2.4.1 Personality as Self-Image 11 2.4.2 Big Five Dimensions of human Personality 12 2.4.3 Recent Concept on the Brand Personality Concept 13
Record Revision History Rev | Effective date | Date Entered | Amended item | Entered by | 0 | Oct 12, 2012 | | New release | Raymond | V1 | Oct 15, 2012 | | Added 2.1 Brand | Raymond | V1.1 | Oct 20, 2012 | | C-C Identification and Relationship | Raymond | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
1. Instroduction
A consumer-brand could describe as thought-out to be the appearance, image, logo, Country-of-Origin (Daye & VanAuken, 2008) of an organization. The majority perceptible characteristic of a consumer-brand and customer’s self-concept is the symbol, icon, emblem etc (Magin, Algenheimer, Huber and Herrmann 2012). Another viewpoint commonly acknowledged, that is to say product - brand as personality. Preceding studies have acknowledged that “consumer-brands is perceiving the brand’s personality (Lastovicka and Joachimsthaler 1988), and also by perceiving their own personality or self-conception (Maeder et al. 2000).” (Magin, Algenheimer, Huber and Herrmann 2012).
The intention of this research paper is to present details, identify and analyze consumer-brand relationships in a world consumer-brand like IKEA NIKE, a leader of a Swedish furniture company. To study more of IKEA, Nike as a consumer-brand and how the brand personality has a consequence on consumers
Brand Relationship Management
Table of Contents 1. Instroduction 6 2 Literature Review 8 2.1 Brand 8 2.2 C-C Identification and Relationship 9 2.3 Relationship marketing 9 2.4 Brand Personality 11 2.4.1 Personality as Self-Image 11 2.4.2 Big Five Dimensions of human Personality 12 2.4.3 Recent Concept on the Brand Personality Concept 13
Record Revision History Rev | Effective date | Date Entered | Amended item | Entered by | 0 | Oct 12, 2012 | | New release | Raymond | V1 | Oct 15, 2012 | | Added 2.1 Brand | Raymond | V1.1 | Oct 20, 2012 | | C-C Identification and Relationship | Raymond | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
1. Instroduction
A consumer-brand could describe as thought-out to be the appearance, image, logo, Country-of-Origin (Daye & VanAuken, 2008) of an organization. The majority perceptible characteristic of a consumer-brand and customer’s self-concept is the symbol, icon, emblem etc (Magin, Algenheimer, Huber and Herrmann 2012). Another viewpoint commonly acknowledged, that is to say product - brand as personality. Preceding studies have acknowledged that “consumer-brands is perceiving the brand’s personality (Lastovicka and Joachimsthaler 1988), and also by perceiving their own personality or self-conception (Maeder et al. 2000).” (Magin, Algenheimer, Huber and Herrmann 2012).
The intention of this research paper is to present details, identify and analyze consumer-brand relationships in a world consumer-brand like IKEA NIKE, a leader of a Swedish furniture company. To study more of IKEA, Nike as a consumer-brand and how the brand personality has a consequence on consumers