Week 11: Consumers

Question 1

Newell (2013)

Answer 1

Emotional branding and advertising: turning a brand into a feeling

Question 2

Coupland and Chang (2005)

Answer 2

Against identification: that consumers do not engage in extensive brand narratives.

Question 2

Fournier (1998)

Answer 2

BRAND RELATIONSHIPS: People project human-like qualities on the brand Strong relationships → high commitment and interdependence

Question 3

95% of brand equity is derived from brand affinity. Affinity is derived from authority, identification, and approval. Authority: Trust, respect, heritage Identification: Convergence between customer’s values and brand’s values Approval: Link between brand and social standing (VEBLEN 1899)

Answer 3

Morgan (2006)

Question 4

Products are all the same. It is now solely the brands that are differentiated. The modern corporation creates value not from producing goods, but by producing and improving the image of their brand.

Answer 4

Klein (2001)

Question 4

“Heritage brands”: brands that get brand equity from their long history. (Authority)

Answer 4

Aaker (1996)

Question 5

Holt (2006)

Answer 5

Originally branding was just to give information to consumers (reliability). Then late 19th C became social/individual

Question 6

1899

Answer 6

Veblen

Question 6

Consumers impose their identities on possessions and vice versa

Answer 6

Belk (1988)

Question 7

Against identification: that consumers do not engage in extensive brand narratives.

Answer 7

Coupland and Chang (2005)

Question 8

Morgan (2006)

Answer 8

95% of brand equity is derived from brand affinity. Affinity is derived from authority, identification, and approval. Authority: Trust, respect, heritage Identification: Convergence between customer’s values and brand’s values Approval: Link between brand and social standing (VEBLEN 1899)

Question 10

Lasch (1978)

Answer 10

Modern advertising seeks to create needs (not fulfil them); generating new anxieties instead of allaying old ones. Shows images of good life, makes your life seem unhappy.

Question 11

Belk (1988)

Answer 11

Consumers impose their identities on possessions and vice versa

Question 13

Wilk (2006)

Answer 13

Brands take advantage of uncertainty by assuring customers they are getting a quality product. For example, bottled water.

Question 14

Holt (2003)

Answer 14

Strongest brands succeed by providing “myths”: simple stories behind a brand

Question 15

Originally branding was just to give information to consumers (reliability). Then late 19th C became social/individual

Answer 15

Holt (2006)

Question 16

Emotional branding and advertising: turning a brand into a feeling

Answer 16

Newell (2013)

Question 17

Strongest brands succeed by providing “myths”: simple stories behind a brand

Answer 17

Holt (2003)

Question 19

Aaker (1996)

Answer 19

“Heritage brands”: brands that get brand equity from their long history. (Authority)

Question 20

Modern advertising seeks to create needs (not fulfil them); generating new anxieties instead of allaying old ones. Shows images of good life, makes your life seem unhappy.

Answer 20

Lasch (1978)

Question 21

Veblen

Answer 21

1899

Question 22

BRAND RELATIONSHIPS: People project human-like qualities on the brand Strong relationships → high commitment and interdependence

Answer 22

Fournier (1998)

Question 23

Brands take advantage of uncertainty by assuring customers they are getting a quality product. For example, bottled water.

Answer 23

Wilk (2006)

Question 24

Klein (2001)

Answer 24

Products are all the same. It is now solely the brands that are differentiated. The modern corporation creates value not from producing goods, but by producing and improving the image of their brand.