Chapter 2 - Consumer-Brand Relationships

How do consumers engage with brands at the object-centered level?

• By focusing on the brand’s symbolic value and how it aligns with their personal values and aspirations

• By assessing the brand’s ability to create a sense of belonging and connection within a community

• By gathering and evaluating information about its utilitarian benefits

• By forming emotional connections and assessing how the brand reflects their self-identity

Which main feature of brand communities is described below?

Members of the KitKat brand community have a special way of eating the chocolate bar. The KitKat is broken in half and eaten during a break.

• Oppositional brand loyalty

• Common rituals and traditions

• Moral Responsibility

• Sense of belonging

What phenomenon is illustrated by the following story?

In 2017, Pepsi released an ad showing Kendall Jenner joining a protest and handing a police officer a can of Pepsi, implying that the drink could ease social tensions. The ad was widely criticized for trivializing serious social justice movements. In response, many consumers called for a boycott of Pepsi, with some posting videos of themselves pouring out or throwing away Pepsi products.

• Crisis management failure – A company’s inability to handle public relations issues effectively.

• Brand sabotage – Consumers actively working to damage the brand’s reputation.

• Cultural appropriation – A brand misusing cultural symbols in marketing.

• Selective perception – Consumers interpreting brand messages differently based on personal beliefs.

What is brand resonance and why is it important for long-term success?

• Brand resonance represents the highest level of customer-brand connection, fostering strong emotional bonds and long-term loyalty.

• Brand resonance is simply another term for brand loyalty, as it is based on repeat purchases.

• Brand resonance is only about expanding market share quickly for short-term profits.

• Brand resonance is mainly about increasing brand awareness to boost immediate sales.

Which of the following is the most effective strategy for managing a brand crisis?

• Delay responding until more information is available, allowing the media cycle to move on.

• Ignore the crisis, hoping it will fade from public attention over time.

• Shift blame to external factors, such as competitors or bad actors, to avoid taking responsibility.

• Address the issue directly, communicate transparently, and take immediate corrective action.

Which of the following best describes the concept of astroturfing in brand management?

• A brand launching a grassroots campaign led by real, independent consumers to generate organic word-of-mouth marketing.

• A company secretly creating fake endorsements, reviews, or public support to manipulate consumer perception and appear as genuine advocacy.

• A brand collaborating with influencers to promote its products transparently through paid sponsorships.

• A company investing in corporate social responsibility (CSR) initiatives to enhance its brand reputation authentically.

Why is maintaining a consistent brand experience across all touchpoints crucial for a brand’s success?

• It enables flexible messaging across multiple channels.

• It fosters strong and lasting relationships with consumers.

• It reduces marketing costs by focusing on a single communication channel.

• It minimizes customer service inquiries by preventing consumer confusion.

A retail company is analyzing its customer journey to improve engagement. They notice that customers interact with both digital and physical touchpoints, such as their website, social media, and in-store experiences. The goal is to create a seamless omnichannel experience that enhances overall customer satisfaction.

How can the company ensure a seamless transition between digital and physical touchpoints?

• Restricting communication to a single channel at a time to avoid complexity.

• Prioritizing website improvements while neglecting other touchpoints.

• Expanding physical store locations without a clear omnichannel strategy.

• Synchronizing data and messaging across all channels to ensure consistency.

What are the key elements that drive the formation of strong brand communities?

• A shared identity, rituals, traditions, and a collective sense of belonging.

• Marketing campaigns that increase brand visibility.

• High-quality customer service interactions.

• Unique product features that differentiate the brand.

According to Schmitt (2012), what are the five psychological mechanisms that drive consumer-brand relationships?

• Awareness, consideration, purchase, loyalty, and advocacy.

• Recognition, preference, differentiation, commitment, and endorsement.

• Identifying, experiencing, integrating, signifying, and connecting.

• Exposure, perception, interaction, evaluation, and retention.