Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


BOOK CHAPTERS

My Dear Brands, When You Transgress, Should I Forgive You? Relationship Types between Consumers and Brands

Fang Wan, Amitava Chattopadhyay, and Peyman Assadi

The book chapter reviews the stages that branding research has gone through–transaction exchange model, relationship partner model and marriage model–and discusses the implication of the nature of the relationship model a consumer has with the brand on how brand transgressions may affect the consumer.

The transaction exchange model views that brand brands/products are the means of transaction between consumers and sellers (company) and brands/products fulfill the expected utility of consumers (Silerberg and Suen 1990).

Departing from the transaction exchange model, the relationship partner model takes a long term focus between brands and consumers and emphasizes how consumer’s needs are fulfilled by brands, which partially explains consumer loyalty toward brands in terms of emotions and repeated purchases (Fournier 1998). In the marriage model, brands are conceptualized as intimate relationship partners like spouses.

We argue the latter is a particularly useful perspective as it helps us to understand the contingencies under which a consumer-brand relationship can bread down as well as how to recover from a transgression on the part of the brand.



Download PDF



Or, get the book at:



 

  Aug 8, 2014



Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior

Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior by Lucas Barreau

Pages 147 – 172

Publisher Nova Science Publishers Inc., NY: Hauppauge

Year 2014



SHARE

 


Thoughts?

 


Recent Tweets



Sun, 10 Nov @ 06:13 pm

I'm wondering how much @Sirisena received to hand out this pardon? Executive pardons should be banned. Why have cou… https://t.co/wMwzwPCaC1

via Twitter for Android
Tue, 05 Nov @ 04:15 am

Listen to this unhelpful response from @AmericanExpress. I paid twice for parts of a shipping service for my car us… https://t.co/WS5NJdBsVg

via Twitter for Android
Sat, 02 Nov @ 04:22 am

Seriously. Just sign saying won't do it again! What does that say about Kuwait? Stuck in a primitive mindset that's… https://t.co/lHVgiZ5j2Z

via Twitter for Android
Thu, 31 Oct @ 11:23 am

BREXIT in a nutshell. https://t.co/0o9kfF5swx

via Twitter for Android
Fri, 18 Oct @ 06:28 am

#HyattRegencyAtlantaDowntown no drinking water available. Asked Kenloy at the coffeeshop. He vaguely pointed saying… https://t.co/8zWW7LM2W4

via Twitter for Android
Fri, 11 Oct @ 06:05 am

So right. "The Congress is beyond repair" https://t.co/17gDFizaP3

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava