Lecture 4 -Emotions, feelings and moods *part 2*

Video 1 / Intro In this lecture we talk about about positive emotions that consumers link to brands, brands that have human like traits emotions . Then we continue with negative emotions that consumers link to brands . There is something called brand hate . Also consumers can sabotage a brand for instance by giving negative reviews on rating platforms. Last but not least we will talk about brand experience during the consumption process.

Video 2/ Positive Consumer-Brand relationships

Emotions can constitute key assets for brands. When does it make sense to add emotions to brands. The traditional focused for brands by brand managers is usually on cognition on brands and little on emotions. Cognitive brand imagine is regarding what a brand is, what consumers think about the brand so very cognitive measurment instrument. Nowadays emotions play a big role for brands.

Consumers experience emotions through the use of brands . It is very much about the consumption promise. Also consumers can have feelings for brands. Some brands are more emotional than others. Slogans can signal this i. e I am loving it. Some brands have a cognitive approach other a more emotional one.

Consumers also develop relationships with brands, what we mean is that they experience more complex emotions, more complex relationships that they have with a brand and that can be more positive or negative . What it is implied by the term relationship is that they usually last longer (potential source for brand loialty). Lastly consumers experience brands.

Consumer brand relationships* CBR*

One popular way of structuring consumer brand relationship is this model.

1. Functional rewards . I.e a product gets you from A to B

2. Social emotional rewards. ie. a porduct increases your self confidence

3.the relationship from superficial to strong.

Apple is on the golden side. Is high on the social / emotional rewards and it has a strong&intense position. Haweii for example is very good on the functional rewards but not so good when it comes to the social rewards. Apple can ask for a price premium not necesarly for the technology &utility but rather from the vibe of the phone such as the astethics the idea of being cool etc. McDonalts is a brand that do not have a strong relationship with , and the reason for that can be in the mkt strategy . MCd is marketed for childtren, most consumers have some sort of relationship with mcdonalts but most of them are not that loyal.

Brand Love

Brand love is a broad concept that comprise a lot of different features that characterize how consumers relate to a brand.

The model/ If a brand manager wants to increase brand love he or she should strive to establish as many of those features on the right side as possible. The beauty of this model is not only that it tells us what brand love is but it also tells researchers and managers what brand love consists of and what are its drivers. It is an actionable managerial tool.

So let s look at a few features.

Willigness to invest resources //are consumers willigness to invest money , time or intelectual capacity in the purchase and consumption of the product. IKEA is a great example on consumers willigness to invest resources because consumers have to be motivated to assamble their own furniture . Facebook whole business model resolve around consumers spending as much time as possible on the platform.

Desired self Identity// is a very strong driver of brand love. Think about an accountat who is boring by definition but buys some coold products because he wants to be seen as cool.

Curent self identity / /here the brand is loved because it is exactly like the consumer. Has the same value system etc and then consumers love this brand because it is exactly how they are and consequently help them express who they are instead of who they want to be ( as the example above) .

Life Meaning // this is also a very strong driver of brand love and especially brands with a strong value system , with heritage can achieve this stage. i.e Body shop, who was one of the first cosmetic brands to sell products without animal testing . A lot of consumers liked it , and it gave them meaning to do something good , and in turn many consumers bought body shop products.

Exercise> Example of a brand and applying the framework above *Brand Love* think about why you love that brand , and see if those features are explicitly communicated in marketing efforts

FJALL RAVEN

/ brands who sell products but are used for exercising are easier to create a pasionate to create a desire for them

/I invest time in hiking , and i am also evaluating quality differences. I try to understand the difference between materials etc.

/brand love can come from the past. Brand herritage, I always used this brand as a kid, as a grown up etc.

/it reflects my identity , both are minimalistic, sustainable, and therefor I have a stronger relationship with these brands.

Excursus |Consumption and Anthropomorphic products

anthropomorphic characteristics can be characteristics as being seen alive . i.e Alexa, Siri.

Anthropomorphic products can subsequent human relationships , so using such products it reduces the need for real human connection.

Video 3/ Negative Consumer-Brand relationships

Negative CBR can be detriment to the brand image*company performance / the brand success and there are many examples where brands were harmed in a significant way .Another important reason why CBR is important is because many mkt managers never tought about this. In their world is always about creating positive consumer brand relationships but not about avoiding negative consumer relationships. In consequence hardly any company has a strategy on how to manage such thing. Often company just react after something bad already happened, but what they should actually do is to proactivly try to prevent such situations. The company should understand the signals, what it is how it materialise it and than also take actions against such issues.

Ratings , production if yyoutube videos, spreading negatives on twittter or by word of mouth, there are many ways of how one single customer can start a scandal and cal also try to convince other customers to hate on the brand. This is what we will refer to as the customer complaint empowerment.

United Airlines Case , they blamed the passanger, that never works. Companies do not really know how to handdle conficts.

Brand hate and Brand sabotage

Brand hate , we have 3 emotions , that can appear separatlly or together.

Brand sabotage is going beyond brand hate. IT requires resources i.e time with the intention of harming a brand.

One source for brand sabotage is that the consumer observes motive-inconsistent for example when the company stands between the consumer and its goals. Ie . the goal can be to fly from A to B like in the case and the company and the company is trying to prevent this, than we have a motive inconsistent case. These emotions cause people to behave in a consistent way.

Consumer Boycott

Why do consumers engage in boycott ?

1. Consumers want to make a difference by boycotting

2.Self enhancement , here it is more about the symbolic consequences of the boycott, the one above it is more pragmatic.

Not only consumers boycott but also firms

July 2020, many companies they significantly they reduced their spending on ADs of FB. This also urged other companies to do the same , as a sign of protest for FB who did not handdle well hate speach. In the end more than 1000 companies actually boycotted FB.

Video 4/ Brand Experience

Brand is a source of experience.

A brand can evoke experience through a sensation .ie how does it taste, what kind of sound makes , how does it smell. The feelings are also imp, do you experience certain feelings through the consumption of a brand? COgnition is the dimention that is measured to what extend a brand makes you think ? does this brand stimulate your creatvity ? And lastly , also the behaviour reponses are imp, so wheter a brand makes you do something or not. These are very relatable to what we talked before , BRAND LOVE , so we can argue that a good brand is a brand that also makes you do something.

Brand experience can be created by different stimuly, such as design , packaging.etc .

There are 4 dimensions of brand experience> Sensory , affective, intellectual and behavioral.

Article, Disney scores high on Affective because it sells emotions, Lego on intelectual because it stimulates our brains, Ben and jerry on Sensory which is very normal for food products.Adidas is very imp on behavioral, because it is consumed through sports, So it motivates people to move. SO it is imp for a brand manager where a brand stands or where it wants to stand. YOu do not necesarly have to be the best at all 4 dimensions.

Nächster

Vorher

Lecture 2

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