CONSUMATORUL ŞI LOIALITATEA FAŢĂ DE BRANDURI

Raluca APETREI

Abstract


My paper focuses on the relationship between consumers and brands and has as its starting point the fact that on the market there are both brands that barely make it (a lot of them simply vanish and do not even survive) and brands that are highly successful. The question that arises is this: what are the variables that lead to the rise or to the fall of a brand when we choose the standpoint of consumer-brands relationship? One key aspect is the loyalty of the consumers towards certain brands. Using valuable insights from the works of K. Roberts, Al. Ries and Laura Ries, David Aaker or B. McConnell and H. Jackie, I show that we must distinguish between an authentic form of consumer brand loyalty and the simple habitude of consuming. The former is tightly connected to concepts such as high involvement brands, lovemarks or brand evangelists.

Keywords


brand loyalty; lovemarks; customers evanghelists; emotional marketing; brand performance

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References


AAKER, David. 1996. Building strong brands. New York: The Free Press.

BROCKBANK, Michael. 2003. „Leading Thoughts”. În Duffy, Neil si Hooper, Jo. Passion Branding: Harnessing the Power of Emotion to Build Strong Brands . Chichester: Wiley.

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LINDSTROM, Martin. 2008. Buyology. New York: Doubleday.

MCCONNELL, Ben si HUBA, Jackie. 2003. Creating customers evanghelists. Chicago: Dearborn Trade Publishing.

RIES, Al & RIES, Laura. 2003. Cele 22 de legi imuabile ale brandingului. Bucuresti: Curier Marketing.

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ROBINETTE, Scott, BRAND, Claire si LENZ, Vicki. 2001. Emotion marketing. The Hallmark way of winning customers for life. New York: McGraw-Hill.

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www.lovemarks.com


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