For my practical work, I aim to communicate the idea that a brand image is manufactured and is not derived from the products they sell.
For one of my ideas I could look at the different controversial adverts that fashion houses use in order to create a controversial advert that questions ones self image. Or I could look at creating an advert that breaks the typical image that is associated with that particular brand. This is to highlight the point that it does not matter what the product is, but the image that is associated with it that changes our view. This can be seen through a case study on Burberry's full circle in brand image and the adverts that appear in The Mushpit Magazine that advertise these high fashion goods in the places where you'd never see them.
Mainly my technique in achieving this would be through the use of digital software. Through the use pf photoshop I could create really airbrushed humans to push the image of what a you will look like after adopting the brand. Alternatively I could adopt silkscreen printing to make quick prints of the adverts to represent a sort of guerrilla advertising campaign whereby to get a message out there quickly and in bulk.
Other supporting arguments for my practical investigation include the way in which we perceive sunglasses brands. Brands like Raybans, Prada, Oakley, Chanel and many others all produce their products under the same company Luxottica. However consumers still have a preference over a type of sunglasses despite being made in the same factory. This is a good example of how a brands image can sway our perceived quality over competitors despite having the same actual quality.
One other idea was to create a fictitious brand and to market it to people in a way that convinces them that it is the intended image. This idea will support the argument that the success of a brand is not of their products but of the marketing.
Wednesday, 2 December 2015
Study Task 04 - Summarising and paraphrasing 05
Hae Ryong Kim, Moonkyu
Lee, and Francis M. Ulgado (2005) , Brand Personality, Self-Congruity
and the Consumer-Brand Relationship, Asia Pacific Advances in
Consumer Research [Online] Volume 6, p. 111-117. Available from: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11876
The present research examines the emotional process by which a consumer-brand relationship is formed. It focuses on the potential effects on the relationship process of the congruity between brand personality and consumer self-concept. The results of this study show that congruity between brand personality and consumer self-concept kindles such emotions as love, pride, and joy, and ultimately fosters a long-term consumer-brand relationship through brand attachment or self-esteem-building process.
The focus of this study is to examine the processes by which the consumer-brand fit determines product evaluations, or more specifically, consumer-brand relationships.
A brand is considered as an active relationship partner rather than a passive exchange object, and is endowed with human characteristics (Fournier 1998).
The purpose of this study is to empirically investigate the psychological processes involved in the formation of a positive relationship with a brand and explain the role that self-congruity plays in those processes.
Also examined in the study are the roles of brand attachment and self-esteem. Brand attachment, an affective concept related to love (Fournier 1998), is associated with one’s identity (Kleine, Kleine, and Allen 1995), and self-esteem implies an overall affective evaluation of the importance and value of one’s self (Judge, Bono, and Locke 2000).
Researchers have defined commitment as "an implicit or explicit pledge of relational continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or "an enduring desire to maintain a valued relationship (Morgan and Hunt 1994)."
In accordance with these definitions, brand commitment can be described as a construct with the attitudinal aspect of brand loyalty (Oliver 1999) or as the intention to maintain a continuous relationship with a brand (Fournier 1998).
Consumers become attached to a specific brand in the process of defining and maintaining their sense of self (Kleine, Kleine, and Allen 1995).
Attachment is basically the process of developing an emotional bond (Collins and Read 1990), which is facilitated by consistent and repeated experiences between relationship partners (Perry 1998). It can be measured on the basis of dependence, anxiety, and closeness (Collins and Read 1990). Attachment provides psychological comfort and pleasure, and its loss evokes strong distress (Perry 1998). The formation of a romantic love between adults can be explained in terms of the attachment process; the more secure the attachment that lovers have, the more positive aspects of love they experience (Hazan and Shaver 1987). Fournier (1998) also describes love and passion as part of the affective attachment involved in the consumer-brand relationship, and reports that attachment is a condition of emotional dependence involving separation anxiety and irreplaceability.
It is suggested that by using a brand with self-congruent personality, the consumer expresses his or her own values (leading to self-appraisal) and goes through a social adjustment process (resulting in reflected appraisal) at the same time (Hogg, Cox, and Keeling 1998).
Joy or happiness is another emotion involved in self-esteem (Luce, Payne, and Bettman 1999). It often occurs when the consumer uses a brand with self-congruent personality. It is closely related to materialism and such concepts as satisfaction and well-being in life (Richins 1997; Richins and Dawson 1992).
Consumers show a strong attachment to anything self-expressive, that is, an object congruent with the self, which reflects the extent of "me-ness" (Kleine, Kleine, and Allen 1995).
The more attached consumers are to a brand, the more dependent they are on it and the more anxious about it when unable to use it (e.g., Remember the consumer response when New Coke was introduced).
Johar and Sirgy (1991) suggest that the relationship between a brand and the actual or ideal self produces a positive self-appraisal and has an influence on the level of actualization of one’s own present and ideal self, which occurs regardless of other people. On the other hand, the correspondence between a brand and the social or ideal-social self can generate the satisfaction of fulfilling other people’s expectations, eliciting their positive appraisals
The present research examines the emotional process by which a consumer-brand relationship is formed. It focuses on the potential effects on the relationship process of the congruity between brand personality and consumer self-concept. The results of this study show that congruity between brand personality and consumer self-concept kindles such emotions as love, pride, and joy, and ultimately fosters a long-term consumer-brand relationship through brand attachment or self-esteem-building process.
The focus of this study is to examine the processes by which the consumer-brand fit determines product evaluations, or more specifically, consumer-brand relationships.
A brand is considered as an active relationship partner rather than a passive exchange object, and is endowed with human characteristics (Fournier 1998).
The purpose of this study is to empirically investigate the psychological processes involved in the formation of a positive relationship with a brand and explain the role that self-congruity plays in those processes.
Also examined in the study are the roles of brand attachment and self-esteem. Brand attachment, an affective concept related to love (Fournier 1998), is associated with one’s identity (Kleine, Kleine, and Allen 1995), and self-esteem implies an overall affective evaluation of the importance and value of one’s self (Judge, Bono, and Locke 2000).
Researchers have defined commitment as "an implicit or explicit pledge of relational continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or "an enduring desire to maintain a valued relationship (Morgan and Hunt 1994)."
In accordance with these definitions, brand commitment can be described as a construct with the attitudinal aspect of brand loyalty (Oliver 1999) or as the intention to maintain a continuous relationship with a brand (Fournier 1998).
Consumers become attached to a specific brand in the process of defining and maintaining their sense of self (Kleine, Kleine, and Allen 1995).
Attachment is basically the process of developing an emotional bond (Collins and Read 1990), which is facilitated by consistent and repeated experiences between relationship partners (Perry 1998). It can be measured on the basis of dependence, anxiety, and closeness (Collins and Read 1990). Attachment provides psychological comfort and pleasure, and its loss evokes strong distress (Perry 1998). The formation of a romantic love between adults can be explained in terms of the attachment process; the more secure the attachment that lovers have, the more positive aspects of love they experience (Hazan and Shaver 1987). Fournier (1998) also describes love and passion as part of the affective attachment involved in the consumer-brand relationship, and reports that attachment is a condition of emotional dependence involving separation anxiety and irreplaceability.
It is suggested that by using a brand with self-congruent personality, the consumer expresses his or her own values (leading to self-appraisal) and goes through a social adjustment process (resulting in reflected appraisal) at the same time (Hogg, Cox, and Keeling 1998).
Joy or happiness is another emotion involved in self-esteem (Luce, Payne, and Bettman 1999). It often occurs when the consumer uses a brand with self-congruent personality. It is closely related to materialism and such concepts as satisfaction and well-being in life (Richins 1997; Richins and Dawson 1992).
Consumers show a strong attachment to anything self-expressive, that is, an object congruent with the self, which reflects the extent of "me-ness" (Kleine, Kleine, and Allen 1995).
The more attached consumers are to a brand, the more dependent they are on it and the more anxious about it when unable to use it (e.g., Remember the consumer response when New Coke was introduced).
Johar and Sirgy (1991) suggest that the relationship between a brand and the actual or ideal self produces a positive self-appraisal and has an influence on the level of actualization of one’s own present and ideal self, which occurs regardless of other people. On the other hand, the correspondence between a brand and the social or ideal-social self can generate the satisfaction of fulfilling other people’s expectations, eliciting their positive appraisals
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