Naslov
Creating Brand Relationship in Service Marketing

Autori
Jukić, Dinko ; Dunković, Božica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of The International Scientific Conference TRADE PERSPECTIVES 2019 - Business model inonvations in domestic and international trade / Baković, Tomislav ; Naletina, Dora ; Petljak, Kristina - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2019, 255-274

ISBN
978-953-346-082-6

Skup
Trade Perspectives 2019: Business model innovations in domestic and international trade

Mjesto i datum
Zagreb, Hrvatska, 28.11.2019. - 29.11.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand, image, identity, relationship, service, customer

Sažetak
The paper analyses the brand based on the consumer paradigm, i.e. its specific phenomena such as brand relationship, identity creation and image perception. The paper has interdisciplinary perspective, concepts, models and theories. The analyses begins with the deconstruction of identity, in which the vision of the brand is parsed and redefined, and the identity construct redefined from the ontological-semiotic aspect. The philosophical concept of the Other is introduced in order to redefine the brand from the point of view of the sender and receiver of the message. We discusses the brand image from the psychological and social point of view by linking the prism of identity with the consumer's perceptions. Terms consumer self- concept, mythic brand structure and social influence are interpreted. Finally, we discusses brand relationship by integrating two theories of brand building into a holistic representation of a service brand, with all its peculiarities, metaphors and symbolic meaning. The service brand was analysed using the hermeneutical spiral method, conceptual analysis, content analysis, deduction, concretization, Kapferer identity synthesis and Keller's CBBE model. The paper confirms that consumers are key to developing a service brand. The service exists because of the customer relationship. The brand is created in the consumer's impressions and it follows the brand contacts which represents the interaction between the employee and the consumer. The paper points to the fact that the brand, once created, becomes a living organism with all its metaphorical, personalized and symbolic meaning.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
EconLit

POVEZANOST RADA