part 2

Conceptualizing Consumer-Brand Relationship Strength
Love and Passion. “Informants in strong brand relationships felt that “something was missing” when they had not used their brands for a while” (Fournier 1998). This statement proves correct with Madison and her Iphone. This strongly held Mac brand is characterized as inimitable and unique to the point that if Madison does not have her Iphone with her during the day she feels “separation anxiety.” This sort of brand loyalty behavior can be described as obsessive dependency.

Self-connection. Madison buys very specific prayer candles from CVS to express the significant aspect of her. These candles symbolize an expression of her Catholic religion and the role that these prayer brand candles share with her self-connection to them when she is in need of guidance. This strong self-connection is her emotional crutch when necessary.

Interdependence. Madison’s rituals are “woven into the fabric of daily life” (Fournier 1998). She routinely uses her Aveda sensitive skin face wash, when she wakes up in the morning and when she is getting ready for bed in the evening. She depends on the brand to keep her face clean yet moisturized day and day out.

Commitment. Madison is very loyal and sticks to the contact brand name Acuve. In the past, when Madison ran out of her prescription to Acuve and did not have contacts to wear for the next few days, she refused to try daily focus or any other contact brands. She wore her glasses till her prescription was sent.

Intimacy. Madison most intimate and strong brand relationship roots back to eating “Tony the Tiger” frosted flakes with her father in the morning before e had work and she had school. This brand meaning “was sometimes further embellished through advertising cues” (Fournier 1998). For example, Madison reenacted the frosted flakes commercials when Tony the Tiger says, “Theyyyyy’re Gggrrreeaat!” This intimate brand relationship evokes personal memories and experiences that revert back to her childhood, culture, and family.

Brand Partner Quality. Madison has been going to Wildcat Washwell for the past 3 years. They have always respected her washing requests, and dry cleaning requirements. She said that about 4 months ago, one of her white shirts still had stains on it when it was returned. She was upset at first, but knew their policy and that this company that she had depended on for so long had not made any mistakes before this. Madison returned to the Wildcat Wash with her white shirt expecting them to fix it and not charge her for their mistake because they are accountable. Her relationship with the owners because she had been loyal to the Wildcat Wash for so long, ensured her that all her customer needs would be met if they were unsatisfied. The shirt was washed and returned stain-free and free of charge and Madison’s relationship with the Wildcat Wash Company stays strong.

Summary. Significant brand and consumer behavior inspires the growth and development of brand relationship quality based off the “reciprocity principal,” that all of Madison’s relationships are solid. Madison’s actions can both improve and weaken brand relationship quality. The various brands and brand dimensions within the confines of her bedroom, bathroom, and closet each play a role in her everyday life. The meaning differentiations of Madison’s brand relationships determine the type of emotional, social, personal, or physical connection she shares with her products day by day.