Consumer Relationships With Brands

A brand can be one of a firm's most valuable assets; however, the value of a brand is contingent on the perceptions, attitudes, and behaviors of its consumers. A brand can legally belong to a firm, but its value is in consumers' hands. Thus, it is important to know how a brand can connect with its users and how to build strong brand relationships that lead to consumer loyalty and advocacy for a brand. Brands can also influence the adoption of new products by helping consumers to reduce the uncertainty of new product adoption. This chapter addresses how marketing strategies can enhance brand relationships.