The effects of affective and utilitarian brand relationships on brand consideration

Article

Leung, Lai Cheung, Bougoure, Ursula S. and Miller, Karen W.. 2014. "The effects of affective and utilitarian brand relationships on brand consideration." Journal of Brand Management. 21 (6), pp. 469-484. https://doi.org/10.1057/bm.2014.15
Article Title

The effects of affective and utilitarian brand relationships on brand consideration

ERA Journal ID35933
Article CategoryArticle
AuthorsLeung, Lai Cheung (Author), Bougoure, Ursula S. (Author) and Miller, Karen W. (Author)
Journal TitleJournal of Brand Management
Journal Citation21 (6), pp. 469-484
Number of Pages16
Year2014
PublisherSpringer
Place of PublicationBasingstoke, Hants. United Kingdom
ISSN1350-231X
1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/bm.2014.15
Abstract

Most consumer brand relationship research concerntrates on understanding the relationship between the consumer and the brand, and very little research investigates the consequences of those relationships. Given the plethora of brands on the market, each competing for the attention of the consumer and the opportunity to build a relationship with the consumer, understanding the effects of consumer-brand relationships (CBR) provides vital information to the brand manager about the types of brand relationships to attract and engage. This study looks at this under-researched area and investigates the effects of CBR on consideration and brand equity in the context of fast food and banking in Hong Kong. The results suggest that utilitarian brand relationships are best as they are likely to increase the chances of the brand being included in the consideration set, increase perceptions of brand uniqueness and a consumer's propensity to pay more. These novel results are surprising given the amount of attention dedicated to affective brand relationships, brand love, and the building of emotional brands and/or brand connections in recent literature. These surprising results may help brand managers develop strategies to limit the number of brands in consideration set or to be the first choice when purchasing.

Keywordsbrand consideration; consumer-brand relationships; utilitarian brand relationships; affective brand relationships; banking; fast food
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
359999. Other commerce, management, tourism and services not elsewhere classified
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Byline AffiliationsLingnan University of Hong Kong, China
University of Newcastle
School of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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