Relationship marketing theory states that brand is an important relational tool in a ﬁrm 's consumer relationship management. Relationship marketing refers “to all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges” (Morgan and Hunt, 1994). Relationship marketing theory posits that consumer perceptions of the strength of the relationship (e.g., commitment) shape consumers ' behavior in that relationship (Hunt et al., 2006). The most frequent perception representing the strength of the relationship is affective commitment (Morgan and Hunt, 1994; Verhoef, 2003), which refers to the psychological attachment to the relationship partner and is associated on feelings of loyalty and
User Image is the personality of the user of the brand. Brand Image is the result of the perceptions. Brand Personality is created by the organization and brand image is the result in the mind of the customer. Continuing in a similar vein Brand image has also been described as consumer’s perceptions of brand characteristics, traits and associations which are a part of Brand Personality. Plummer (1985) found that brand image perceptions are formed whenever there is an indiret/direct contact with the brand.
Another objective was to explore the connection between different brands and the psyche of consumers and on which factors a model is chosen for endorsement which helps a brand to identify the critical areas that need attention and concentration. 1. Primary objectives: • The impact and effects of celebrity endorsement on a brand’s image. 2. Secondary objectives: • To study the perception of the consumer of celebrity’s personality on the image of brand and how that image is created with the help of an endorser.
It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment, price and loyalty t are suggested in this
He suggests comparing a product with a brand name to an unnamed product what can explain the consumer’s buying habits and preferences (Jara & Cliquet, 2008). Keller applies brand awareness and brand image as two major components of his model. Thus, brand awareness relates to brand spontaneous recognition in consumer’s mind, and brand image is defined as brand associations erased in consumer’s memory. In regards to brand associations, three categories emerge, namely, attributes, benefits, and brand attitudes. Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product.
The author describes the satisfaction, reviews the diversity of its definition, compares it to the related concepts, analyses the dissatisfaction as the opposition to satisfaction. Oliver describes basic mechanisms of satisfaction, attributes, features and dimensions. He pays some attention to such important factor as customer perception of quality and describes the interrelation between satisfaction and quality, customers ' retention/repurchase and loyalty. Describing the loyal customers, he writes: "Loyal customers repeatedly purchase products or services. They recommend a company to others.
However, the attitudinal dimension refers to customer’s positive beliefs and feelings toward a brand among a set of competing brands (Odin et al., 2001). According to this view, brand loyalty is recognized as an attitude presented mainly by consumers’ brand preference or psychological
Customer service impacts the total retail experience. The main aim of customer service is to offer the customer the satisfaction he or she expects from the store as a result of patronizing it. (Kent, Tony, Ogenyj, Omar, Retailing 2003, 433) Expected customer service and augmented customer
So from the opinion of the experts above can also be proved by the results of research Syaiful Rizan (2005), Erwin Nurjadin (2008) and Diogenes Saputra (2013) which found evidence that assurance has a positive and significant impact on customer satisfaction. a. The influence of quality empathy service on customer satisfaction According to M. Rianto Al-Arif (2012: 1987) empathy is the willingness of employees and the Bank to care more about giving personal attention to customers. Each layer of employees from top management to the lowest level (staff) should provide the best service to customers. Every element in the company has the obligation to provide the best service to the customer.