In demand to sell goods and
services we need to create customer awareness regarding the availability of
their preferred goods and services. Here comes the marketing to play a vigorous
role to make the consumer identity about the preferred product and services.
Hence it is rightly said that marketing plays an important role in any business
because it creates a match between the needs and wants of the consumers and the
business strategy.
Brand relationship discusses the
relationship a customer has with the brand and to understand the brand
relationship quality (BRQ). A frame work is hade to measure the BRQ of any good
or service; with the help of this we observe the consumer actions towards its
brand relationship quality. Strong bonds with the brand create customer
loyalty, thus BRQ is of great importance Brand relationship quality help the
marketers tin process of developing and maintaining relationship with loyal
customers. In order to compete or to keep existence, consumer brand relations are
necessary for competitive advantage.
In order to know, what is in the
mind of consumers? We are using a variable price perception of brand. Is
consumer having perception that the brand is of high quality then he or she
might panther the premium price. Whereas if the consumer has a negative
perception regarding the brand, then the consumer will search for the brand
with low price. This would damage the customer loyalty with the brand.
What is the image of the brand in
the minds of the consumers means what is the first image that is formed when
they heard the brand name? Brand image plays Avery vital role it is the first
consideration of the makers of the brand. Therefore, in order to achieve the
customer attachment and relationship with the brand a good brand image is
prerequisite.
This study is to investigate the
quality of relationship of Pakistani consumer’s with the brand. The
relationship bond may be week, feeble or strong or it may be such that leads to
change in the buying behavior of consumers. This relationship Is measured with
the variables brand image, emotional attachment a consumer has with the brand
and price perception.it is observed that weather or not these variables affect
the brand relationship quality and to what degree.it is stated in that study we
need to understand the relationship with the consumers and their needs and
expectations, for that we should have knowledge of relationship marketing and
brand relationship quality.
The main object of this study is
to find out the impact of emotional attachment, price perception and brand
image on brand relationship quality. we have investigate and analysis the
result that show emotional attachment have positive affect on brand relationship
quality, price perception have negative insignificant impact on brand
relationship quality and brand image have positive significant impact on brand
relationship quality. It is recommended that to improve the relationship with
consumer and to make them loyal on your brand we need to prove quality service
that will attach emotionally when consumer feel emotional about the brand.
Emotional attachment creates the strong relationship with consumer mind that
make them loyal to particular brand. Any brand has to work more to create
emotional attachment. Price perception about the brand is basically the
expectation of consumer about the brand what they are expecting from brand
value and if there is any gap between expected value and perceived value that
will create some gap between brand and consumer. Price is very critical point
for brand. If you are getting high price for your brand than you need to give
maximum satisfying service to your consumer to make them loyal with your brand.
Brand image is basically about the personality, to improve brand image we need
to know about consumer insight, what they really think about the brand.
Recognized your brand first impression can be last impression to your consumer
to make them loyal with your brand.
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