Consumer-Brand Relationships The role of autobiographical memories
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2024-08-19
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en
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This paper contributes to valuable insights into the psychological mechanisms underlying CBR through the understanding of how individuals’ autobiographical memories shape their relationships with brands within Fournier's Brand Relationship Quality model. This paper focuses on the concept of CBR. The dimensions of CBR are passion, self-concept connection, intimacy, personal commitment, interdependence, and partner quality. Interviews are carried out with 13 individuals, including family and friends. Nine interviews were conducted in Dutch and four in Armenian. Consumers frequently experience strong, positive feelings when recalling autobiographical memories. Their connection with brands is further enriched by their passion for certain brands, which often stems from the emotional ties consumers have with loved ones. Brands connected to autobiographical memories often become an integral part of the self. Besides, autobiographical memories deepen intimate feelings toward brands, while reducing the need for cognitive knowledge. These memories also often strengthen personal commitment, but their influence is weaker when consumers focus on product features. When consumers focus more on product features than emotional values, these memories play a less strong role in interdependence In addition, these memories play a less strong role in interdependence when consumers focus more on product features than emotional values. Finally, the feelings and emotions resulting from these memories lead to a more positive brand image, which increases respondents’ trust in brands. A key practical implication of this research is that understanding the role of autobiographical memory in CBR will provide marketing managers with guidelines, but also leverage in effectively applying focus in brand communication strategies.
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Faculteit der Managementwetenschappen