Volkswagen Customer Brand Relationship
Nowadays, the relevance of building strong customer-brand relationship is more noticeable, given that companies and their brand do not always behave according to customers’ expectations and the relationship is highly susceptible to interruptions due to negative events (J. Aaker, Fournier, & Brasel, 2004; Andreassen, 2001; D. Aron, 2001; Chung & Beverland, 2006; Paulssen & Bagozzi, 2009; Rusbult, Verette, Whitney, Slovik, & Lipkus, 1991). Brands can break your heart because the emotions we experience for them are very real, and in some cases even comparable to the way we feel about some of the people in our lives (M. Dahl, 2015). The cost of consumer conflict to companies is huge in terms of staff turnover and damage to reputation. Some examples …show more content…
Despite weeks of negative press coverage, the survey shows that approximately 50% of consumers have a positive or very positive impression of Volkswagen. Moreover, 22% of respondents claim to “very positive” impression and only 7.5% had “very negative” impressions. When people were asked to share the “first association that comes into your mind” about Volkswagen, their top associations include descriptors like: German, Beetle/Bug, reliable/dependable, small/compact, affordable. Interestingly, the proportion of respondents who associated the company with negative terms was low: “cheater/liar” (2.5%), “diesel/emissions scandal” (2.8%), and “criminal” (0.8%). (J. Hennessy, 2015)
The purpose of this paper is to provide some insights concerning the customer-brand relationship and to apply the related theories to a specific case: the Volkswagen’s emissions scandal. In particular, starting from a recent poll, I will argue that some customers still value the brand and will not undertake anti-brand actions because of the strong connection between the brand and the consumer’s
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