Brand Memory

Kathryn A. Braun-LaTour, Michael S. LaTour, & George M. Zinkhan Using Childhood Memories to Gain Insight into Brand kernel In this article, the authors introduce the concept that peoples proto(prenominal) and specify product memories can be pulmonary tuberculosisd as a projective tool to help managers more fully outlook consumers relation backships to their products. The authors use a study on three generations of automobile consumers to expand how these memories symbolize the consumer bell ringer relationship and how they can be employ to gain insights into crisscross meaning. The liftings indicate that peoples early and defining experiences have an important influence on menstruum and future preferences in predictable ways crosswise the consumer behavior cycle. These memory experiences be symbolic to the consumer and represent a crude lens for viewing brand meaning, which complements the toolbox of existent enquiry methods. The authors provide details about t his technique for managers who are inquiring for methods that recognize that consumers coproduce brand meanings. anagers are always difficult to find refreshful ways to ask about what their brand subject matter to consumers. An alternative way of phrasing this interrogation is the focus of this investigating: What can consumers (and their memories) reveal about brand meaning?

By identifying the development of the consumer self in relation to a give product or brand, marketers can debunk a powerful, worked up means of connecting (or reconnecting) their brand to consumers. Probing earliest memories (EMs) and defining memories (DMs) to understand personality and! relationship issues is not new to either psychotherapists (e.g., Adler 1931; Bruhn 1985, 1990, 1992; Mosak and DiPietro 2006) or social psychologists (e.g., Bruner 2003; McAdams 1988, 2001; Singer 2001; Singer and Salovey 1993, 1996). around theorists, from Freud to Jung to Piaget to Erikson (Csikzentmihalyi and Rochberg-Halton 1981), have recognised the importance of childhood in establishing relationships and...If you command to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper