Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing

Article

Hamlin, Robert P. and Chimhundu, Ranga. 2007. "Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing." Journal of Customer Behavior. 6 (2), pp. 179-194.
Article Title

Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing

ERA Journal ID19813
Article CategoryArticle
AuthorsHamlin, Robert P. (Author) and Chimhundu, Ranga (Author)
Journal TitleJournal of Customer Behavior
Journal Citation6 (2), pp. 179-194
Number of Pages16
Year2007
Place of PublicationUnited Kingdom
ISSN1475-3928
1477-6421
Abstract

This article examines the relevance of relationship marketing to consumer goods branding. Relationship marketing has not established a strong presence within this sector of marketing, and has been the subject of pointed criticism. The authors argue that the consumer goods branding literature suffers from an adherence to the notion that brand managers and consumers interact directly, and with minimal interference from third parties. The rise of powerful retail channel captains in almost all consumer goods industries, and in almost all developed economies, has rendered this notion obsolete. If the additional
complexities of simultaneous relationships between the brand manager, the retailer and the consumer within a 'trifecta' of balanced power within the consumer goods channel are included, then the discipline of relationship
marketing has a role to play. The results of a detailed case study of branding within the dairy products category in New Zealand supermarkets is used to support this argument.

Keywordsrelationship marketing, power, retailer, brand, category
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsUniversity of Otago, New Zealand
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