Conceptualizing and measuring brand relationship quality


Autoria(s): Bruhn, Manfred; Eichen, Falko; Hadwich, Karsten; Tuzovic, Sven
Contribuinte(s)

Fournier, Susan

Breazeale, Michael

Fetscherin, Marc

Data(s)

2012

Resumo

Many consumer markets are now characterized by a high degree of market saturation and an increasing level of competition, in particular from retailer brands. Furthermore, consumers face an ever increasing level of product variety. For instance, about 30,000 new products in the fast moving consumer goods (FMCG) market have been launched in Germany in a single year representing about 600 products per week. The increasing number of consumer brands thus has led to a form of “brand inflation” in FMCG markets. In addition, the role of consumers in the marketplace has changed as well. Consumers are more price sensitive, they have higher expectations with regard to product quality and customer service, and they rely rather on word-of-mouth communication than on traditional advertising. In addition, it appears that consumers have become more critical with regard to the perception of brands. High levels of price competition have led to a decreasing level of brand awareness and increased switching intentions of brands. As a consequence, the role of customer loyalty has become an increasingly important topic for businesses in consumer markets.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/86454/

Publicador

Routledge (Taylor & Francis Group)

Relação

http://eprints.qut.edu.au/86454/8/86454a.pdf

https://www.routledge.com/products/9780415783033

Bruhn, Manfred, Eichen, Falko, Hadwich, Karsten, & Tuzovic, Sven (2012) Conceptualizing and measuring brand relationship quality. In Fournier, Susan, Breazeale, Michael, & Fetscherin, Marc (Eds.) Consumer-Brand Relationships: Theory and Practice. Routledge (Taylor & Francis Group), Milton Park, Abingdon, Oxon, pp. 165-185.

Direitos

Copyright 2012 Routledge

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150504 Marketing Measurement #Conceptualizing and Measuring #Brand Relationship Quality
Tipo

Book Chapter