The Consume-Brand Relationship: Understanding Consumer Behaviour and Reaction to Brand Transgression.

Abstract

In a perfect world, the relationship between a consumer and a brand would be an infallible one. A relationship where supply and demand go hand in hand, and expectations are managed and aligned from both sides of the relationship spectrum. Unfortunately, this utopian market is not one that all consumers will experience. The reality is, that brands are human by association (brands are managed by people, hence display behavioural characteristics of those who represent them), and therefore imperfect. The focus of this research is less concerned with if brand failure or transgressions occur will occur, as that will be taken as inevitable but rather on what impact that failure will have on the behaviour of the consumer who experience it. It is in this thinking that the research problem and objectives can be introduced. The research problem can be posed as a question, being ‘What are the specific situational characteristics in which behaviours of a brand could lead to a negative change in consumer behaviour?’ Not a benign or inconsequential behavioural change, but rather a fundamental change to the purchasing behaviour and loyalty of the consumer towards the brand. To begin this analysis, concepts such as relationship theory and consumer-brand relationships must first be defined in detail. From this foundation, the next step would be to understand the paths a relationship could take, what could impact it, and specifically for this research, how it could possible end.