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Will You Defend Your Loved Brand?

  • Chapter
Consumer Brand Relationships

Abstract

Consumers and products have been in question since the earliest thoughts about marketing, with the prime focus on transactions. Later, the focus on transactions started to be replaced by a focus on relationships, and so the focus shifted from products to brands. Initially, the importance of relationships was recognized among the different marketing players, manufacturers, suppliers, distributors, and then somehow customers. But the real shift in the thinking about marketing emerged from the real focus on the consumer brand relationships, with the prime focus on ‘consumers,’the prime end user of any products or services. And the quest began from this focal shift, how consumers respond to the brand offerings and efforts, how they relate themselves to brands, how they feel about brands, and how and what they attribute to the brands to which they feel related.

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Authors
  1. Mansoor Javed
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  2. Sanjit Roy
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  3. Bano Mansoor
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Editor information

Editors and Affiliations

  1. Rollins College, USA

    Marc Fetscherin

  2. campaignfit Ltd., Switzerland

    Tobias Heilmann

Copyright information

© 2015 Mansoor Javed, Sanjit Roy and Bano Mansoor

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Javed, M., Roy, S., Mansoor, B. (2015). Will You Defend Your Loved Brand?. In: Fetscherin, M., Heilmann, T. (eds) Consumer Brand Relationships. Palgrave Macmillan, London. https://doi.org/10.1057/9781137427120_3

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