The Brand Relationship Theory

1156 Words5 Pages
3. Results 3.1 Methodological approach The results table (see Appendix A) shows that 11 out of 15 studies used a questionnaire/survey to gather their results. Another observation from the results table shows that 12 out of 15 studies were quantitative. Whereas, 1 mixed method study was conducted and two qualitative studies. Which is an interesting development since the brand relationship theory originated out of a qualitative study. Whereas the aim was to find the motives and how strongly people had relations towards certain brands (Fournier & Yao, 1997). Studies like Jurisic & Azevedo (2010) , focused more on a quantitative approach by using a questionnaire for their participants. Therefore, they could have a more precise measurement of perceived…show more content…
In addition, it is suggested that there is a positive effect of reputation on identification. A positive reputation in combination with a well-known brands results in consumers who take pride to identify themselves with the brand. Méndez-Aparicio, Izquierdo-Yusta, & Jiménez-Zarco (2017) , provide a small nuance to this statement, they would argue that a company’s reputation is more important for companies that do not yet have a firmly established online presence than those that already use multiple channels. Therefore, small companies might need more focus on creating a positive reputation in order to let consumers identify themselves with the…show more content…
The combination of brand-reputation and consumers-brand relationships is not ,in depth, present in social media research. They do acknowledge importance of brand reputation, but do not give a clear structure of how reputation influence the social media channels which influence the consumer-brand relationship. 3.3 The effects of brand reputation and consumer-brand relationships on Brand Loyalty Brand loyalty is a term which is occasionally present in brand relationship theory research. Brand loyalty is often compared to consumer-brand relationships, but a consumer-brand relationship can exist without a consumer being brand loyal (Fournier & Yao, 1997). Four out of the fifteen articles did mention specifically brand loyalty in their results (See Appendix A). It was already mentioned that Twitter is a medium that can be effectively used for relationship maintenance. Li (2015), argues that relationship maintenance strategies utilized in Twitter had a positive effect on brand

More about The Brand Relationship Theory

Open Document