Critique of the Article “is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016)”
The chosen article is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016), a study of consumer behaviour where it focusses on how a self brand connection and reference correlate and has an impact on each other on brand symbolism seems to be attractive and clearly presenting to warrant a critique.
Authors- Manfred Hammerl, Florian Dorner, Thomas Foscht and Marion Brandstätter employed at Department of Marketing, University of Graz, Graz, Austria
In the past decades , various researches were held to observe customer behaviour and the impact on them by social influence and reference groups and are likely to change their mind-set for any brand. The purpose of these qualitative research paper is to show insights on how the consumers are self brand connected but when not with the reference group while they are associated with the brand. The whole research is conducted to understand customer brand relationship. Moreover, these article gives a brief …show more content…
Let us take an example if a person A has a positive attitude toward B (named), person C has a positive attitude toward object Y and person A also has a positive attitude toward object Y, then consistent triad exists. a). hence the following triad is balanced. Moreover: “A” person does not like person “B”; person “B” does like object “Y”; and person “A” does not like object “Y”.
An unbalanced triad can be seen in three cases-( if a person “A”) :
a. alters the relationship with person “B”
b. alters the relationship to “Y” object”
c. If ”A” alters relationship with “B” to “Y”
The chosen article is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016), a study of consumer behaviour where it focusses on how a self brand connection and reference correlate and has an impact on each other on brand symbolism seems to be attractive and clearly presenting to warrant a critique.
Authors- Manfred Hammerl, Florian Dorner, Thomas Foscht and Marion Brandstätter employed at Department of Marketing, University of Graz, Graz, Austria
In the past decades , various researches were held to observe customer behaviour and the impact on them by social influence and reference groups and are likely to change their mind-set for any brand. The purpose of these qualitative research paper is to show insights on how the consumers are self brand connected but when not with the reference group while they are associated with the brand. The whole research is conducted to understand customer brand relationship. Moreover, these article gives a brief …show more content…
Let us take an example if a person A has a positive attitude toward B (named), person C has a positive attitude toward object Y and person A also has a positive attitude toward object Y, then consistent triad exists. a). hence the following triad is balanced. Moreover: “A” person does not like person “B”; person “B” does like object “Y”; and person “A” does not like object “Y”.
An unbalanced triad can be seen in three cases-( if a person “A”) :
a. alters the relationship with person “B”
b. alters the relationship to “Y” object”
c. If ”A” alters relationship with “B” to “Y”