Buyers Behavior and Analsis Literature review Example | Topics and Well Written Essays - 2000 words

Buyers Behavior and Analsis - Literature review ExampleSeveral constructs initiate, maintain and prolong the consumer-product relationship. Consumer Brand Relations The relationship amongst consumers and brands is angiotensin converting enzyme of the most influential forces in marketing. This explains the vast literature on the importance, innovations and nature of the consumer brand relationship. This review of literature explains the conceptualization and significance of consumer brand relationship, as visualize by different authors. According to Patterson and OMalley (2006), the relationship that exists between brands and consumers emanates from the acceptance of various ideals that brands posses and that are beneficial to the consumers. The concept of consumer relationship with particular brands emanates from the intrinsic enjoyment that consumers gain and the fulfillment of self. there is a notable increase in literature on brand-consumer relationship over the past decade as storied by Patterson and OMalley (2006, p.10). The high number of publications on brand-consumer relationship reiterates the considerable importance of the concept of relationship in branding. In the view of Patterson and OMalley (2006, p.10), the concept of consumer behavior can well be understood through the exploration of brand consumer relations. Brand management is among the main considerations in promoting relationship marketing that depends on stable consumer relationships. Patterson and OMalley (2006, p.12) explains the concept of brand relationship to surpass the mere identification of a brand with a producing company but the attachment of trusts, by consumers, to a brand. Regarding the relationship, the role of brand personality is invaluable in developing the trust that consumers have towards a brand. The existence of the relationship is a factor that is mutually beneficial on the cessation of the growth of the brand, itself, and the increasing level of attractivene ss associated with the brand. The concept of the relationship is that it develops overtime through improvement in features that brands bear and their appeal to consumers. There are diverse types and levels of the relationship between brands and consumers, as Patterson and OMalley (2006, p.12) outlines. They explain the explicit interrelatedness between interpersonal relations and the concept of relationship between brands and loyalty of consumers. Such relations include the characters as love and passion that individuals attach to interpersonal relations and brand loyalty. The expression of self-connection with a brand and the extent of its initiation of satisfaction constitute one of the determinants of stiff consumer brand relations, according to Patterson and OMalley (2006, p.13). Interdependence that consumers perceive to gain from a brand is among the major determinants of strong brand consumer relations. Patterson and OMalley (2006, p.13) identify intimacy as one of the great est constructs related to strong consumer brand relations. This refers to the extent of knowledge that consumers have on the functionality of a brand. Another construct of a strong relationship between consumers and brands is the brand partner quality that entails the attribute that consumers attribute to their preferred brands. Brand personality is