Indian Journal of Science and Technology

Abstract

Objectives: To examine the role of advertising in building the consumer-brand relationships. Methods/Statistical Analysis: It first analyzes the dimensions of brand relationship quality. Then, it examines the process of building the consumer-brand relationship with advertising and analyzes the brand relationship quality that is expressed in advertising. Findings: The summary of the results drawn from the research is as follows: The advertising establishes and changes the relationship between the consumer and the brand over time. In establishing the consumer-brand relationship, the model, music, and the program in advertising played important role. After showing advertisements to the participants of the focus group interview, we found that a variety of qualitative levels of the consumer-brand relationship were reflected in the advertisements, which were different depending on the product types. Improvements/Applications: This study can contribute to understand the importance of advertising in the perspective of relationship building.
Keywords: Advertising, Brand, Brand Relationship Quality, Consumer, Relationships