Brand Equity as Customer Best Friend in Digital Age

  • Chachaya Sakuna College of Communication Arts. Rangsit University

Abstract

        This article introduces the concept of consumer relationship creation in digital age.  As brand value is being transitioned in the context of time, the conventional concept of consumer relationship creation may delay its effectiveness. Humanizing of brand concept has been reviewed in the age of digital society, and as a result, brand has been leveled its business role up to consumer’s companion in every communication touchpoint which leads to the most effectiveness and efficiency of brand value creation under the changing state of consumption. The article reveals the elements of brand as consumer’s companion. It is certain that friendship refers to a strong, consistent and long relationship of friends, however, in upgrading the status to an intimate friend, brand needs to understand consumer in both of their basic needs and delivered value perception. While the meaning of “value” has dynamically being shifted in the digital age, it is important that brand possesses vital skills of its success, learning and self-adapting.

Downloads

Download data is not yet available.

References

เปิดตำนาน TikTok รวมเรื่องที่คุณต้องรู้ ของแอปวิดีโอที่มีมูลค่ากิจการ 2.5 ล้านล้าน. [ออนไลน์]. เข้าถึงได้จาก https://www.billionmindset.com/tiktok-2-5-million-application/, วันที่ 30 ตุลาคม 2563.

ปิยะชาติ อิศรภักดี. (2562). แบรนด์ดิ้ง 4.0 (พิมพ์ครั้งที่ 10). กรุงเทพฯ : อัมรินทร์พริ้นติ้งแอนด์พับลิชชิ่ง.เผยสถิติผู้ใช้ TikTok 2019 แพลตฟอร์มของวัยรุ่น. [ออนไลน์]. เข้าถึงได้จาก https://techsauce.co/pr-news/tiktok-trend-2019, วันที่ 30 ตุลาคม 2563.

TCDC. (2563). Trend 2021. [ออนไลน์]. เข้าถึงได้จาก =https://web.tcdc.or.th/media/publication_lang_file/223/TREND-2021-V.2-single-page.pdf, เข้าถึงวันที่ 14 ตุลาคม 2563.

Aaker, D.A. (1996). Building Strong Brand. New York: Free Press.

Aaker J, Fournier S, & Brasel A. (2004). When good brands do bad. J Consum Res, 31, 1–16 (June).

Albert, N., Merunka, D., & Valette-Florence, P. (2009). The feeling of love toward a brand: Measurement and concept. Advances in Consumer Research, 36, 300–307.

Batra, R., Ahuvia, A., & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76(2), 1–16.

Becheur, Imene., Bayarassou, Oula., & Ghrib, Hela. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3S), 1–17.

Blackston, M. (1992). Observations: Building Brand Equity by Managing the Brand’s Relationships. Journal of Advertising Research, 32(3). 79-83.

Cova B, & Pace S. (2006). Brand community of convenience products: new forms of customer empowerment—the case ‘my Nutella is Community’. Euro J Mark, 40, 1087–105.

Coviello N, Brondie R, Danaher P, Johnston W. (2002). How firms relate to their markets: an empirical investigation of contemporary marketing practices. J Mark, 66, 33–46 (July).

DeBrabander, Firmin. (2019). Would you want a brand to be your friend? [Online]. Retrieved https://thephilosophicalsalon.com/would-you-want-a-brand-to-be-your-friend/, September 18, 2020.

Dimara, Efthalia and Skuras, Dimitris. (2003). Consumer Evaluations of Product Certification, Geographic Association and Traceability in Greece. European Journal of Marketing, 37, 5–6, 690–705.

Dolbear, Lisa. (2017). Brand as Friend: Do Brand Friendships Matter in Retail Marketing? [Online]. Retrieved from https://www.mower.com/insights/brand-as-friend-do-brand-friendships-matter-in-retail-marketing/, October 02, 2020.

Farquhar, P. H. (1990). Managing Brand Equity. Journal of Advertising Research, 30(4).RC7 – RC12.

Fombrun CJ, Rindova V. (2000). The road to transparency: reputation. Management at Royal Dutch/ Shell. In: Schultz M, Hatch MJ, Larsen MH, editors. The expressive organization, vol. 7. Oxford: Oxford University Press, 7–96.

Fournier S, Yao J (1997). Reviving brand loyalty: a reconceptualization within the framework of consumer–brand relationships. Int J Res Mark 1997;14:451–72.

Gagnon, Eric. (2014). Goodbye, B2B Brand Marketing: Developing Content- based Marketing Programs for the Post-marketing Era. International Management Review, 10, 2, 68–71.

Harrigan, Paul, Uwana Evers, Morgan Miles, and Tim Daly. (2017). Customer Engagement and the Relationship Between Involvement, Engagement, Self- brand Connection and Brand Usage Intent,” Journal of Business Research,https://doi.org/10.1016/j.jbusres.2017.11.046 (in press).

Hollebeek, Mark Glynn, and Rod Brodie. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28, 2, 149–65.

Hollebeek, L.D. & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–4.

Keller, K. L. (2003). Brand Synthesis the Multidim Ensionality of Brand Knowledge. Journal of Consumer Research. 29, 595-600.

Lye, A. (2002). Don't throw the baby out with the bath water: integrating relational and the 4P's concepts of marketing. The 10th International Colloquium in Relationship Marketing. 223–33.

McAteer, Oliver. (2018). Consumers expect the same from brands as they do friends, study finds. [Online]. Retrieved from https://www.campaignlive.co.uk/article/consumers-expect-brands-friends-study-finds/1461335, October 06, 2020.

Rowley J, Haynes L. (2005). Customer relationship management: the Matalan way. Mark Rev, 175–87.

Singh, Sangeeta and Stephan, Sonnenburg. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26, 4, 189–97.

Published
2020-12-29