Understanding the richness of brand relationships: Research dialogue on brands as intentional agents

Journal of Consumer Psychology - Tập 22 - Trang 186-190 - 2012
Kevin Lane Keller1
1E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA

Tóm tắt

AbstractThis essay offers some perspectives on Kervyn et al.'s insightful research on brand relationships and the role of perceived intentions and ability. After briefly discussing the importance of brand knowledge and functionality in understanding the diversity of brand relationships, some other antecedents and consequences of brand relationships are reviewed. Three antecedents of corporate credibility — expertise, trust, and likability — are suggested as another means to differentiate how consumers view different brands. Brand resonance — an intense, active loyalty relationship — is also suggested as an important outcome of brand relationships. The essay concludes by noting that any concept as complex as brand relationships lends itself to multiple concepts, perspectives, and analysis.

Tài liệu tham khảo

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Thông tin
Thông tin xuất bản

Journal of Consumer Psychology

Tập 22

186-190

Thông tin tác giả