The effects of affective and utilitarian brand relationships on brand consideration
Article
Article Title | The effects of affective and utilitarian brand relationships on brand consideration |
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ERA Journal ID | 35933 |
Article Category | Article |
Authors | Leung, Lai Cheung (Author), Bougoure, Ursula S. (Author) and Miller, Karen W. (Author) |
Journal Title | Journal of Brand Management |
Journal Citation | 21 (6), pp. 469-484 |
Number of Pages | 16 |
Year | 2014 |
Publisher | Springer |
Place of Publication | Basingstoke, Hants. United Kingdom |
ISSN | 1350-231X |
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. |
Keywords | brand consideration; consumer-brand relationships; utilitarian brand relationships; affective brand relationships; banking; fast food |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350606. Marketing research methodology | |
359999. Other commerce, management, tourism and services not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Lingnan University of Hong Kong, China |
University of Newcastle | |
School of Management and Enterprise | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q2xv0/the-effects-of-affective-and-utilitarian-brand-relationships-on-brand-consideration
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