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(Where and How To Use Digital in Each Stage?)
One could approach the topic of brand digital relationships from multiple dimensions, and aspects. Just think for example about the roles of digital when talking about how to asses the relationship of a Brand. Knowing that key measurement of relationship dimensions are Behavioral Loyalty, Attitudinal Attachment, Sense of Community and Active Engagement one could discuss the role of digital both as an creator, enabler, channel, corrective tool etc. However, what I thought would be interesting is to discuss the types of relationship Brands can establish with Customers and what role would Digital play in those.
The types of relationship Brands can establish with Customers and what role would Digital play in those
Susan Fournier's Brand Relationship Research which reconceptualized notion of Brand Identity argues that Brands can and do serve as viable relationship partners. She introduces a model for measurment of brand strength in terms of BRQ - Brand Relationship Quality which is based upon 6 main dimensions. 1. Interdependence 2. Self-Concept Connection 3. Commitment 4. Love/Passion 5.Intimacy 6. Brand Partner Quality. Even more interesting is the Typology of Brand Relationships she suggest.