19. specialized romantic best friend childhood
friends arranged marriage friends
hostile marriage
fling
TYPES OF14THE
RELATIONSHIPS BETWEEN
secret affair rebound
PEOPLE AND BRANDS
enslavement
courting
casual friends dependency family
S.Fournier (1998), “consumers and their brands:
Developing relationship theory in consumer research”,
Journal of Consumer Research
20. THE CASUAL FRIEND Growth/Decline/Plateau
Low emotional involvement & intimacy
Infrequent contact
Often short-lived cycle
21. THE FLING Speedy Growth/Decline
High emotional reward
No commitment
No demands
Short-term
22. THE ROMANTIC MARRIAGE Stable Maturity
Voluntarily imposed
Long term
Committed even through adversity
High love/intimacy/trust
Exclusivity commitment
23. A LOVEMARK IS PRODUCT, SERVICE OR
ENTITY THAT INSTILLS
LOYALTY BEYOND REASON.
24. “THE ESSENTIAL DIFFERENCE BETWEEN
EMOTION AND REASON IS THAT
EMOTION LEADS TO
ACTION
WHILE REASON LEADS TO Donald B. Calne
CONCLUSIONS.” Professor of Neurology
University of British Columbia
25. left brain right brain
logic emotions
“THE WIRING OF THE BRAIN
FAVORS EMOTION
- THE CONECTIONS FROM THE EMOTIONAL
SYSTEMS TO THE RATIONAL COGNITIVE
SYSTEMS ARE STRONGER THAN THE
CONNECTIONS THAT RUN THE OTHER WAY .”
Joseph LeDour
Professor of Neuroscience
New York University
26. RESPECT RESPECT RESPECT RESP
LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L
RESPECT
27. BRANDS
high respect
low love
LOVE
PRODUCTS FADS
low respect high love
low love RESPECT low respect