In the process of brand usage, consumers inevitably enter into a relationship with it. In our study of over 5,000 consumer relationships with brands, we found that 29% of relationships are emotional and friendly, 5% are hostile, and 66% are functional with little emotion, some more friendly than others, but all easy to end by the consumer. Consumer-brand relationships are multi-layered and each relationship type requires a specific way of brand building and communication with the consumer.
Whether you are aware of it or not, archetypal type of connection may be behind the success of your brand. Why not consciously use the power of archetypes in your marketing and brand building? Three steps how to do it.
Do consumers have the answers why they purchase one brand or another? In recent years behavioral economics postulates are taken to extremes, affirming that what drives behaviour is not accessible to conscious introspection at all. From Systems 1’s perspective consumer behaviour depends on the context, emotions and senses dominate, memories change when recalled under different circumstances. Positivism and its underlying belief that consumers have the answers that explain their behavior is disputed.
In theory, consumer-brand identification is an underlying factor of a strong relationship with the brand and loyalty to that brand. In our research we wanted to confirm whether the consumer-brand identification plays a role in building the relationship with the brand, in establishing loyalty and willingness to pay a higher price.
Our test model of Consumer-Brand Identification includes four expressions - Self-Identity, Group Identity, Common values, Aspirations
When the strongest signal of product quality is price and what other factors are in play?
A research tool that helps getting a deeper understanding of the underlying motives of consumers