This paper attempts to inform the field of Marketing about the novel alternative perspectives of exploring extreme levels of brand loyalty, shaped by high degrees of brand image/social-self image congruency.
Firms running operations in many different fields are desperately trying to figure out the underlying dynamics of sustainable long-term competitive advantage by creating hyper-loyalty brands for decades. According to the writer of this paper hyper-loyalty is something far beyond than a repeat purchase, but a situation where the consumers form "talismanic relationships with what they consume".
Once a new idea is released to the society by someone, it is considered to be "externalized". "Objectification" is the next step, where the idea's retention and recall occures. The final step is "internalization", where the new idea is practiced by the society.
Each and every day new products are launched around the world. Similar to the introduction of new ideas to the society, a new product launch can also be named as "externalization". Decision to buy a new product of a certain brand is a way of practicing an externalized idea as it is deemed appropriate for continuance of participation in a certain society, therefore a process of "internalization".Through a dialectic relationship following "a cycle of externalization, objectification and internalization", consumers and brands interact with each other. Consumers utilize brands not only to aid living, but also to introduce a different meaning to their lives. It is a "choice of a life", rather than a brand. The higher the level of internalization, tigher is the integration with brand community, hence higher the level of loyalty.
Individuals choose to express and/or improve themselves, closer to their ideal selves, by the aid of identification with brand images.The level of brand identification determines the degree a brand expresses and enhances the consumer's identity. Promoting possibilities for consumers to identify themselves with the brand image is the key to persuasion for higher levels of loyalty. Consumers buy products to extend their selves and enhance their self-esteem. Level of identification between brand and particular social group determines type and degree of mutual commitment.
Creating a hyper-loyalty brand is probably every company's dream. Harley Davidson is one of the perfect examples which could be named under the list of "most hyper-loyalty brands". For most people who hasn't been on a motorbike before, it is only a brand. But for its very devoted community Harley Davidson is not only a motorbike, it is the ultimate way of life. From their religious relationships with their motorbikes to their clubs, outfits, weekend tours etc. Harley owners not only differenciate themselves from the rest of the society, but they are also close to outsiders like me.
As I tried to explain with the example mentioned above, hyper-loyalty brands seem to become a significant part of contemporary marketing debates.
No comments:
Post a Comment