This research is being carried out to outline some of the vital concepts associated with Customer-Brand Identification. Also, the research will offer insights into the brand loyalty, brand promotion and how both these factors get impacted by CBI…
The paper proposes to review the studies accomplished earlier on this particular area of concern. The earlier studies will include a number of journals articles such as ‘Social Identity Theory and the Organization’ by Ashforth and Mael, ‘Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization’ by Bergami and Bagozzi. Defining Brand A brand acts as the nucleolus of a company; it helps to strengthen the image of a company in the minds of the consumers. Defining a brand is indeed the first step in the way of creating the brand strategy. By defining the brand, one constructs a foundation on which the rest of the components may later be constructed. The brand definition plays the role of a measuring stick with the help of which, the marketing strategies and materials can be evaluated. Brand defining requires the knowledge of products or services offered by the company, their quality, core values of the products or services, core values of the company, the company’s mission, the company’s expertise, the target market, the company’s tagline and the message it sends to the prospects. A brand in simple words is the term, design, symbol, name or anything that distinguishes one product from that of the other. Branding can be done based on various aspects. A brand is a conglomerate of memories, links, stories, and expectations that have a combined effect on the consumer to help him select a particular product or service in comparison to others available in the market. The consumer can be anybody ranging from a voter to a buyer. "A brand is a company's face to the world. It is the company's name, how that name is visually expressed through a logo, and how that name and logo are extended throughout an organization's communications". There are a number of ways by which branding can be accomplished. The most common of them are corporate branding, individual branding, rebranding, family branding and personal branding. In order to cite an example Dove is an individual branded product from Unilever. While on the other hand IBM, G.E can be cited as the instances of corporate branding. Thus on an overall basis on whatever aspects it might be branding is important for a company. A brand is responsible for influencing the perception of the customers about the company. Consumers reflect the existence of brand value by paying a premium or spreading the word across the social network. The value of a brand is basically the aggregate of the amount consumers are willing to pay extra to buy the products or services of a certain brand while other companies rendering similar services or products cheaper by that amount are accessible to them in the market. DeMozota defined brand as the perceptions which is being determined by experience as well as through communication. Brand is also about developing and delivering the propositions to the consumers. In the modern business era, brands are enormously focusing upon the betterment of the offering. It also remains focused towards the development of society and also to preserve the environment. However only developing or creating a brand does not mean, it will offer recognition and value to the company. The newly developed brand needs to offer value to the customers in all the aspects. ...
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3.1 Research Approach This research will use a positivistic approach to assess the impact of specific variable, CBI on outcomes like customer loyalty and customer satisfaction. A positivistic approach aim is to enables the researcher collecting data in an objective manner (Aronowitz and Ausch, 2000) and to discard extraneous variables and to hence prevent the context from affecting the quality or the integrity of the collected data (Barker, 2005).
Customer Brand Acceptance (CBA), Customer Brand Buying (CBB) and Customer Brand Commitment (CBC) have become more of notions than of strengthened research outputs. Two dimensional concept of brand loyalty has been studied2 along with a number of other frameworks and methodologies3,4.
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