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Will You Defend Your Loved Brand?

In: Consumer Brand Relationships

Author

Listed:
  • Mansoor Javed
  • Sanjit Roy
  • Bano Mansoor

Abstract

Consumers and products have been in question since the earliest thoughts about marketing, with the prime focus on transactions. Later, the focus on transactions started to be replaced by a focus on relationships, and so the focus shifted from products to brands. Initially, the importance of relationships was recognized among the different marketing players, manufacturers, suppliers, distributors, and then somehow customers. But the real shift in the thinking about marketing emerged from the real focus on the consumer brand relationships, with the prime focus on ‘consumers,’the prime end user of any products or services. And the quest began from this focal shift, how consumers respond to the brand offerings and efforts, how they relate themselves to brands, how they feel about brands, and how and what they attribute to the brands to which they feel related.

Suggested Citation

  • Mansoor Javed & Sanjit Roy & Bano Mansoor, 2015. "Will You Defend Your Loved Brand?," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 2, pages 31-54, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-42712-0_3
    DOI: 10.1057/9781137427120_3
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    Cited by:

    1. Philp, Matthew & Nepomuceno, Marcelo Vinhal, 2024. "How reviews influence product usage post-purchase: An examination of video game playtime," Journal of Business Research, Elsevier, vol. 172(C).

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