Relationship betweenconsumers and brands implies for a focus on how consumers think andspecifically feel about brands. According to Fetscherin and Heinrich (2014),brands give consumers meaning to their lives. Marketers and companies are ofteninterested in the purchasing behaviour of consumers, since consumers purchaseproducts for the positive feeling that it releases.

There is a continuous increasein the interest of researching positive consumer brand relationships, however,in the marketing literature, brand hate, and negative feelings towards brands,have been highly neglected. Nevertheless, it is important to examine why andhow consumers develop brand hate overtime. More importantly, examining howconsumers stop loving a brand, begin hating it, and if there is any possibilityfor brand forgiveness (Sampedro 2017). This report mainly discusses on thoseaspects to evaluate the relationship between customers and associated brands,as well as whether forgiveness and future behaviour are dependent to oneanother, and recommendation on these lights also provided. Personality is a keyaspect of interpersonal relationships, as some individuals with particular personalitycharacteristics are more motivated and able to create and maintainrelationships (Sun 2014 et. al). For example, Scott, Maura, and Bolton (2013)conducted a longitudinal study and found that personality traits, particularlyextraversion, agreeableness, and conscientiousness, predicted variousrelationship specific outcomes, such as the number of peer relationships,conflicts, or falling in love.

Similarly, Xiangping et al. (2014) showed thatindividuals’ relationship satisfaction is associated with their personalitystructure. Again, the authors found extraversion, agreeableness, andconscientiousness are positively related to successful interpersonalrelationships. In contrast, a negative effect was found for neuroticism.

Therehas been a paradigm shift in the way consumers and brands interact. Customershave more choices in terms of what they buy, from whom and how often, whilebrands have more ways to connect and stay connected than ever before. The mostsuccessful marketers understand this new reality and have adjusted theircommunication strategies over the last few years to keep pace.

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