CONSUMER BEHAVIOR – A NEW WAYS OF ENSURING BRAND RESONANCE

Anita Kumari Panigrahi

Abstract


The changing dynamics of consumer behavior and market demands have made marketers provide innovative customer solutions, which have led to the emergence of different trends in product branding and positioning in the marketplace. As, marketing implies the developing relationship between consumers and their preferred brand, thus presence of strong brand and creation strong brand is top priority for many organizations. A strong brand always satisfies customers. It is the most powerful block of brand resonance. Therefore, the strongest brands will be those to which customers become so attached that they, in effect, become evangelistic and actively seek means to interact with the brand and eagerly share their experiences with others. On the basis of above views we can say that the brand resonance refers to the relationship between brand and its users including consumers’ willingness to purchase and to recommend to others. The power of a brand lies in the minds of consumers, in the effect of what they have experienced and learned about the brand on their responses to the brand over time. It could help predict repurchase intention, future earnings and firm value in various markets. This conceptual paper highlights impact of consumer buying behaviour on brand resonance and also narrates meaning of brand resonance with extent customer–brand relationship. And lastly concluded with a discussion of the issues involved in deciding whether consumer behavior needs to be assessed exhaustively to find new ways of ensuring brand resonance with some examples.


Keywords


Brand; Brand Resonance; Brand Relationship; Brand Attachment; Brand Loyalty

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References


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