Consumers and their brands: developing relationship theory in consumer research

Article Abstract:

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains - brand loyalty and brand personality - are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands. (Reprinted by permission of the publisher.)

Models, Marketing research, Market research, Brand name products, Brand names, Relation (Philosophy)

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The elderly consumer and adoption of technologies

Article Abstract:

Adoption of a number of key consumer-related technologies by the elderly are examined, particularly the use of scanner-equipped grocery stores, electronic funds transfer, automated teller machines, and custom telephone calling services. The adoption of each technology by an elderly and non-elderly sample are compared, with the results indicating that lower percentages of elderly consumers were in the process of trying and adopting most of the innovations. The study also indicated that the elderly are most likely to use electronic funds transfer, and that they rely on sources of information at different levels than non-elderly do to learn about the innovations.

Social aspects, Technological innovations, Electronic funds transfer systems, Social psychology, Aged consumers, Elderly consumers

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