Publications
Publications
- 2020
- Marketing Management
The Relational Roles of Brands
By: Jill Avery
Abstract
In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how those connections enable consumers to relate to each other. Moving away from an economic definition of marketing relationships as exchange-based, the chapter provides a more nuanced understanding of consumer-brand bonds and highlights the core processes that drive customer relationship development. It cautions managers not to try to "manage" their customer relationships, but rather, to negotiate them with consumers, providing a fresh approach to CRM.
Keywords
Customer Relationship Management; Customer Focus and Relationships; Customers; Brands and Branding; Marketing Strategy; Marketing
Citation
Avery, Jill. "The Relational Roles of Brands." Chap. 8 in Marketing Management: A Cultural Perspective. 2nd edition, edited by Luca M. Visconti, Lisa Penaloza, and Nil Toulouse, 121–137. Routledge, 2020.