Application of Brand Love to Enhance Customers Loyalty
Theories of brand love. The triangular theory of interpersonal love. Figure 1. Model for the Triangular interpersonal theory of love. The theory of brand resonance 4 2. The brand loyalty is enhanced from the company’s efforts to deliver similar products, with the same frequency, regularly and with increased value addition. Firms are charged with the ability to give a special attention to servicing the customers. They seek loyal customers and reward them an expression of how appreciative they are to the customers for being consistent with the firm. Brand love refers to the total perception and affections that consumers develop towards a particular item that is identified alongside its brands’ identity i. e. This theory states that love is describable according to three compositions which unanimously collaborate to form triangular vertices.
The components encompass the intimacy that occupies the top vertex, the left vertex houses passion and the commitment occupies the right vertex. In this theory, intimacy refers to the feeling of being close to something or someone, the connection both with someone or an item. Passion, on the other hand, refers to the motive that compels an individual to physical attractions and emotional attachment to an item or an individual. This component includes the sources of zeal and some other means of provocation that results in the experience of passion in a long and mutual relationship. A preferential item or services repeatedly in the subsequent visits no matter the conditional dictates and marketing forces. This aspect is pivotal for an enterprise because of its impact on long term sales (Romaniuk, and Nenycz-Thiel, 2013) Attitudinal attachment; Keller describes it as consumers considering a brand as a very unique item.
The factor is broken into attitude and attachment. Attitude is two dimensional, both affective and cognitive while attachment focuses on the significance of the products to the consumers. He then concludes that, when the attachment is intense, the customers are trapped and prevented from attraction to other brands. This system collects raw data from interviewed consumers and professionals, the interviewees evaluate the brands from a context of competition in their shopping category. Brandz has developed a six-winged model that explains consumers brand love. They include, exceed needs, respect the consumers, elevate experiences, share values, built the trust and set trends. Exceed needs, in this aspect, you need to outperform and over deliver. You don’t need to rely on the emotions alone, break through the jumble by bringing the best in the quality, design and perform.
Love will only grow when the brands integrate into a consumer’s life (Stahl et al, 2012) 3. Model of brandz theory of brand love. The Sternbergs theory of brand love, Kellers’ theory of brand resonance and brandz theory, illustrates how brands can be improved in order to retain the consumers in a particular company. The theories are applied to the apple, Google and Coca-cola brands respectively, showing how the trending companies have managed to retain their large number of consumers as well as attracting even much higher subscribers. Apple brand and the Triangular theory of love. Apple’s products are designed around its subscribers e. g. the iPod brings emotional sensation to computing. The brand CEOs has developed a slogan that the brand is a big tribe (intimacy); everyone is a member of the brand.
They create the feeling of the human touch (commitment) e. People always become passionate during the advertisements made by the coca-cola companies over the social media. The company has always shown commitments in trying to win most of its subscribers and non-subscribers by the use of this magic discovery. The brandz model six pillars exploit how the coca-cola brand over the years has won many lovers of the brand, the brand has overtime worked by breaking through the jumble bringing the best in the quality, design, and performance, after the invention of its medicinal value, it did not stop there, it has always overworked trying to find ways of increasing its popularity. So, it set trends, thinking and rethinking on what can make the public go crazy whenever they see coca-cola products, they believing that innovations don’t stop at the trending product or service (Duguleană and Duguleană, 2014) The company researched on the touch points with its consumers then made necessary adjustments.
Through building trust with its consumers, they conducted a series of researches trying to research the power of colors to the emotional attachment of its consumers. Because of the convenience provided by the Google, many people have developed a positive attitude towards it, the positive attitude enables people to discriminate between Google and other engines like yahoo, because of the popularity of the Google, speed, and relevance, it attracts trillions of subscribers in few seconds when compared to Yahoo, leading to a chain of subscribers. The theory of resonance asses how people feels about a product when it is compared to other search engines, its functionality surpasses the other. Theory of resonance employs the use of one, behavioral loyalty, this factor is rooted in the consumers consistency of the use of a particular brand over and over, no matter the situation, Google subscribers keeps on increasing every minute, this behavioral pattern is based on the reasons for a long service brand that always gives its subscribers a variety of choices when in use unlike its competitors.
Because of the multi-choice factors, subscribers develop attitudes and attachments toward the brand. Google subscribers love the brand because it often retrieves relevant information rapidly and precisely compared to other engines, hence it satisfies there cognitive (mind) and affective (emotions) domains. Researching into what matters and giving the people what is related to their needs. Such are the major elements that have attracted the consumers of the discussed brands to stick and bring more subscribers onboard. Being the leading brand calls for sacrifices that very few companies are willing to incur at the expenses of making huge profits. That is why the above companies always make it at the top list each and every year. Recommendations. When consumers love their brands: Exploring the concept and its dimensions.
Journal of Business research, 61(10), pp. Batra, R. Ahuvia, A. and Bagozzi, R. Brodie, R. J. Ilic, A. Juric, B. and Hollebeek, L. Duguleană, L. and Duguleană, C. BRAND VALUATION METHODOLOGIES AND PRACTICES. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 7(1). Impacts of country images on luxury fashion brand: facilitating with the brand resonance model. Journal of Fashion Marketing and Management, 18(2), pp. Nam, J. Ekinci, Y. and Whyatt, G. S. Anderson, R. and Ponnavolu, K. Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), pp. J. Priester, J. Eisingerich, A. B. and Iacobucci, D.
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