Conceptualizing and measuring brand relationship quality

Bruhn, Manfred, Eichen, Falko, Hadwich, Karsten, & Tuzovic, Sven (2012) Conceptualizing and measuring brand relationship quality. In Fournier, Susan, Breazeale, Michael, & Fetscherin, Marc (Eds.) Consumer-Brand Relationships: Theory and Practice. Routledge (Taylor & Francis Group), Milton Park, Abingdon, Oxon, pp. 165-185.

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Abstract

Many consumer markets are now characterized by a high degree of market saturation and an increasing level of competition, in particular from retailer brands. Furthermore, consumers face an ever increasing level of product variety. For instance, about 30,000 new products in the fast moving consumer goods (FMCG) market have been launched in Germany in a single year representing about 600 products per week. The increasing number of consumer brands thus has led to a form of “brand inflation” in FMCG markets. In addition, the role of consumers in the marketplace has changed as well. Consumers are more price sensitive, they have higher expectations with regard to product quality and customer service, and they rely rather on word-of-mouth communication than on traditional advertising. In addition, it appears that consumers have become more critical with regard to the perception of brands. High levels of price competition have led to a decreasing level of brand awareness and increased switching intentions of brands. As a consequence, the role of customer loyalty has become an increasingly important topic for businesses in consumer markets.

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ID Code: 86454
Item Type: Book Chapter
Additional URLs:
Keywords: Conceptualizing and Measuring, Brand Relationship Quality
ISBN: 9780415783033
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 Routledge
Deposited On: 06 Aug 2015 22:41
Last Modified: 06 Feb 2016 07:12

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