Observations: Building Brand Equity by Managing the Brand's Relationships

摘要

Authors' note: Blackston was the first to recognize the importance of consumer-brand relationships; many other academics followed. In his 1992 Journal of Advertising Research article, he suggests that marketers embrace consumers as equal partners and move away from their preoccupation with transmitting images that has dominated brand communications for years. Brand image only reflects one component of the consumer-brand dyad. Through user-generated content, marketers can learn a lot about how consumers resonate with brands.