Thrassou, Alkis and Vrontis, Demetris (2009) A New Consumer Relationship Model: The Marketing Communications Application. Journal of Promotion Management, 15 (4). pp. 499-521. ISSN 1049-6491Full text not available from this repository.
The article investigates empowered consumer behavior and explores its evolutionary nature and contemporary contexts in developed countries. Through a comprehensive literature review multi-perspective analysis, it finally develops a prescriptive marketing communication model in the context of an evolving business-consumer relationship and its corresponding marketing philosophy. The findings identify a rising symbiotic equilibrium between consumers’ power and businesses’ influence on consumers’ perceptions. Consumer “needs” are found to be increasingly manifested into “wants” which are intangible, of obscure value, affective in nature and vulnerable to marketing communications; the latter being increasingly oriented towards “perception management” and with “branding” as a primary vehicle.
|Uncontrolled Keywords:||consumer behavior, consumer empowerment, customer relationship, developed countries, marketing, marketing communications|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Anne Pengelly|
|Date Deposited:||05 May 2015 14:14|
|Last Modified:||05 May 2015 14:14|