To read this content please select one of the options below:

Customer and brand manager perspectives on brand relationships: a conceptual framework

Colin Jevons (Department of Marketing, Monash University, Caulfield East, Australia)
Mark Gabbott (Department of Marketing, Monash University, Caulfield East, Australia)
Leslie de Chernatony (Birmingham Business School, The University of Birmingham, Birmingham, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 August 2005

16330

Abstract

Purpose

To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.

Design/methodology/approach

Brand extension, co‐branding and other associative techniques together with an increasingly communicative environment are resulting in an increasingly complex set of networks and relationships between brands, with singular and multiple relationship forms. There are two key perspectives on these complex relationships, that of the customer and that of the brand owner, i.e. what is seen at the point of transaction and what is expressed by the various brand constructors. Two key perspectives on brand relationships are used that of the customer and that of the brand owner, to describe and discuss an analytical classification of these relationships.

Findings

A conceptual synthesis of the dynamics of brand networks and business relationships is presented and a 2 × 2 matrix is developed to classify and describe the four categories that emerge.

Practical implications

Different management strategies for different types of business‐brand relationships are suggested.

Originality/value

The conceptual synthesis is new and some uses of the classification for researchers and brand managers are suggested.

Keywords

Citation

Jevons, C., Gabbott, M. and de Chernatony, L. (2005), "Customer and brand manager perspectives on brand relationships: a conceptual framework", Journal of Product & Brand Management, Vol. 14 No. 5, pp. 300-309. https://doi.org/10.1108/10610420510616331

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

Related articles