My dear brands, when you transgress, should i forgive you? Relationship types between consumers and brands

Fang Wan; Amitava Chattopadhyay; Peyman Assadi

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My dear brands, when you transgress, should i forgive you? Relationship types between consumers and brands

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Fang Wan, Amitava Chattopadhyay, Peyman Assadi

2014 Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior Book chapter Cited by 0

Abstract

The book chapter reviews the stages that branding research has gone through-transaction exchange model, relationship partner model and marriage model-and discusses the implication of the nature of the relationship model a consumer has with the brand on how brand transgressions may affect the consumer. The transaction exchange model views that brand/products are the means of transaction between consumers and sellers (company) and brands/products fulfill the expected utility of consumers (Silberberg & Suen 1990). Departing from the transaction exchange model, the relationship partner model takes a long- term focus between brands and consumers and emphasizes how consumer's needs are fulfilled by brands, which partly explains consumer loyalty toward brands in terms of emotions and repeated purchases (Fournier 1998). In the marriage model, brands are conceptualized as intimate relationship partners like spouses. We argue the latter is a particularly useful perspective as it helps us to understand the contingencies under which a consumer-brand relationship can break down as well as how to recover from a transgression on the part of the brand. © 2014 by Nova Science Publishers, Inc. All rights reserved.

Affiliations

Asper School of Business, University of Manitoba, Canada; INSEAD, Singapore Campus, Singapore; Asper School of Business, University of Manitoba, Canada

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