Factors influencing the potential for strong brand relationships with consumer product brands: An overview and research agenda

TY - CONF

T1 - Factors influencing the potential for strong brand relationships with consumer product brands: An overview and research agenda

AU - Bech-Larsen, Tino

AU - Bergkvist, Lars

AU - Francis, Julie

PY - 2006

Y1 - 2006

N2 - Based on the premise that consumer product brands are different with respect to their potential to form strong long-term relationships with consumers, this paper aims to identify factors that influence brands' potential for strong long-term relationships and to suggest how these can be empirically investigated. The paper reviews brand-centric and consumer-centric research and identifies twelve brand variables that may influence the relationship potential of consumer product brands. A research agenda is suggested and a number of issues that needs to be resolved before empirical research can be carried out are discussed. The paper concludes by speculating on possible outcomes in future empirical studies and it is suggested that multiple brand variables will have to be employed to evaluate the relationship potential of brands.

AB - Based on the premise that consumer product brands are different with respect to their potential to form strong long-term relationships with consumers, this paper aims to identify factors that influence brands' potential for strong long-term relationships and to suggest how these can be empirically investigated. The paper reviews brand-centric and consumer-centric research and identifies twelve brand variables that may influence the relationship potential of consumer product brands. A research agenda is suggested and a number of issues that needs to be resolved before empirical research can be carried out are discussed. The paper concludes by speculating on possible outcomes in future empirical studies and it is suggested that multiple brand variables will have to be employed to evaluate the relationship potential of brands.

KW - MAPP

KW - Konsumentprodukter

KW - Brand

KW - MAPP

KW - Consumer products

KW - Brand

M3 - Paper

T2 - 5th International Marketing Trends Congress

Y2 - 20 January 2006 through 21 January 2006

ER -