Love, hate or indifference?
Fiction,contradictions and evidence about brands.
Brands are integral and inescapable parts of consumers’ purchase behaviour, as well as one of most valuable asset owned by organisations. Brands have existed for thousands of years and have been of interest first to economists and then to marketing scholars for almost a century. Despite this long history, it can be claimed that an undisputed theory of the ‘brand’ and of how consumers relate to the brands they buy (or they do not buy) is still missing.
The lecture addresses the ongoing disagreement amongst researchers with regards to the importance of brand differentiation and to the extent to which consumers forge long-lasting, loving relationship with brands, based on the match between their own personality and the personality of the brands they buy.
Professor Dall’Olmo Riley will question the common belief that strong brand differentiation does exist and is the key to a brand’s success, as well as the notions of ‘brand relationships’, ‘brand love’ and ‘brand personality’. She will present evidence that, contrary to widespread beliefs, consumers do not hold strong, loving and long-lasting relationships with the brands they buy.