Mass
Media
Mass Mass
Production Marketing
National
Brand
Utilitarian, externally
Functional Benefit generated
consumption needs
Value-Focus Brand
Internally generated
needs for self-
Symbolic Benefit
enhancement, social,
or ego-identification
Relationship-Focus Brand Era
(1990s-2000)
• General focus on the customer as a significant
actor in the brand value creation process
• Scholars examined the role of customers in
the brand value creation process
Relationship-Focus Brand Era
(1990s-2000)
Brand as Knowledge
Customer-
Firm
Relationship
Focus
Relationship-
Focus Brand
Customer-
Firm-Brand
Brand
Relationship
Relationship
Focus
Focus
• It helps to reconceptualize
the brands
McCracken 1993: 125 - 139
Central Concept
Brand Behavior
Positioning – Building right relationship with the right
customers (Kotler)
Personality (Jennifer L. Aaker)
Brand Behavior
• How can brand communicate itself
- Name
- Logo
- Advertising
- Packaging
- Product
- Brand Story (Daryl Travis)
Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors (Kotler)
Brand Relationship Model
Brand as a relationship partner
• Customers
form affect-laden relationship with brands that
match with consumers' personality – self-
expression, self-definition, self-enhancement
• Brand Value
Brands like human have personalities and
characteristics.
Co-created through affective relationship from
direct or indirect contact with brands.
• Customer shows greater preference for a
particular brand that show the same
characteristics.
Brand as a relationship partner
• Brand is not the passive object but as an
active contributing relationship dyad
• Customers form the strong bond with brand
that are meaningful to them, captivate
them, enrich their life
Consumer – brand Relationship Forms
Casual Marriages of Committed
Arranged Marriages
Friends/Buddies Convenience Partnerships
Compartmentalized Rebounds/Avoidance-
Best Friendships Kinships
Friendships driven Relations
of consumer-brand relationship
Predict a range of 5 important dyadic consequence
of relationship
- accommodation,Tolerance, biased partner
perceptions,devaluation of alternatives,attribution
biases
Highlights that there is more to keeping a
• Self-connection
• This brand and I have a lot in common
• This brand remind me of who I am
• Commitment
• I will to make small sacrifices in order to keep using this brand
• I feel very loyalty to this brand
•
BRQ sub-dimensions
• Interdependence
• This brand play an important role in my life
• Intimacy
• I know a lot of this brand
• Partner quality
• This brand is dependable and reliable
• This brand take good care of me
Brand Relationship Model
Dyadic Relationship Consequence
Deliver these 5 benefits
- Accommodation
- Tolerance/Forgiveness
- Biased Partner Perception
- Devaluation of Alternatives
- Attribution Biased
Lead to relationship stability and durability
Understanding the model
• Example
Consumer and Brand - Karen and Mary Kay