CMN3174 Chapter Notes - Chapter 0: Social Exchange Theory
Document Summary
Consumer perceives the brand as a behavioural entity. Assume that consumers translate a brand into trait language (fournier) Trait language is what creates a brand personality. Brand responds to consumers in a standardized manner since it cant think or feel (inanimate) Analogy to interpersonal relationships lacks parallelism/reciprocity (fournier) but needed to make the relationship trustworthy. Giddens thinks relationships cannot exist without reciprocity. Human relationship analogy is that people associate personal relationships like those of friends to brands and develop emotional connections to them. Love for people and love for objects are 2 different types, because of this the term fondness is applied to consumer-brand love relationship. Lack of reciprocity since brand relationships are unilateral and make shared commitment more difficult. Interdependence important in human relationships but hard to distinguish in brand relationships. Increasing the number of brand interactions can help in creating consumer dependence but it does not show why brands would be dependent on that individual consumer.
