Consumer-Brand Relationship Mapping. A new methodology to measure consumer-brand relationships in their competitive context.
Earlier marketing research has been measuring consumer-brand relationships as if they exist in a vacuum, and cannot be influenced by third parties. Based on socio-psychologist assumptions, this article argues that such relationships cannot be considered independently from the competitive context they are embedded in. Therefore, a new measurement method was developed that enables to measure consumer-brand relationships in their full complexity, called Consumer-Brand Relationship Modelling (CBRM). In order to test this measurement method two independent studies were conducted, measuring consumer-brand relationships through one of its components, brand attachment. After the comparison of CBRM with the results of a Likert-scale-based survey, this article demonstrated to measure overall stronger levels of attachment, when using CBRM. Besides, through the use of CBRM, bigger contrasts in the levels of brand attachment between brands were measured. These findings indicate that it is indeed of critical importance to take all relationships, existent in the competitive context, into consideration when measuring consumer-brand relationships. Additionally, CBRM was evaluated as more involving, easier to use and more satisfying, by respondents. Lastly, using a grounded theory approach, additional insights were created regarding the drivers of brand attachment. Based on these findings, the author concludes with some important managerial implications.
Faculteit der Managementwetenschappen