Advertising intimacy relationship marketing and the services consumer

advertising intimacy relationship marketing and the services consumer

To investigate possible linkages between the relationship marketing activities of “Advertising intimacy: relationship marketing and the services consumer”. Advertising Intimacy: Relationship Marketing and. The Services Consumer. Barbara B. Stern. The article proposes intimacy theory as the basis of services. Download Citation on ResearchGate | Advertising Intimacy: Relationship Marketing and the Services Consumer | The article proposes intimacy theory as the.

Finally, the first contribution of this study is that marketers can establish an intimate relationship between consumer and brand is affirmed. Secondly, the authors suggest that intimacy plays a pivotal role building a good Consumer-brand relationship so that the intimacy can help in creating a competitive advantage for brands.

The second article that will be analyzed in this paper is Advertising Intimacy: Relationship Marketing and The Services Consumer. Stern had proposed the intimacy theory as the basis of services relationships communicated by advertising and suggest that intimacy approach is more suitable for services marketing situations than others theories e.

The author focused the attention on the attributes or features that can be shared by intimate relationship including; communication self-disclosurecomfort compatibilitycommitment bonding with the consumerconflict resolution trustand caring giving. He argues that the intimacy attributes exist no matter the degree of the relationship between consumer and brand, and they appear in services advertising as message themes and consumer benefits.

After the author presented a brief description of the five attributes, he proposes a model of the intimate relationship cycle. It consists four stages that the consumer follow: These responses are constructive and destructive responses.

advertising intimacy relationship marketing and the services consumer

The first group is constructive responses which include: The consumers attempt to change the relationship rather than to escape from it; and b Loyalty: In this case, the relationship remains extant because the consumer is waiting and hoping that the situation will improve.

In contrast, the destructive responses include: Our research suggests that RM has had the unin- exchange relationships. This finding is substantiated by sugges- Smith and Higgins,p. Specifically, a tension emerges from the communication of altruistic concerns by many organ- izations, against the backdrop of the recognized need for 8. Implications and conclusions profit maximization.

advertising intimacy relationship marketing and the services consumer

As a result, the creation of RM has sown the tinues to espouse the benefits of RM from an organiza- seeds of new problems, as well as new opportunities for tional perspective. In particular, research that investigates marketing.

Organizations that wish to engage in RM in a consumer experiences of relational strategies by different mass market context should consider how their strategies types of firm, and in different countries, would be insight- might result in unintended consequences. The use of various ful. Consequently, the views context.

Further insights into how consumers regard con- of Fournier et al. They will need to work hard to overcome perceptions the point of view of an important, but greatly underrepre- that RM exists only at the level of discourse see Fitchett sented, constituent—the consumer. The findings presented and McDonagh, ; Sturdy et al. This has here suggest that, although popular, RM may have failed in important implications for customer communications, in promoting a more positive image for marketing.

While it is particular, and more fundamentally requires a whole demonstrably simple to appropriate relational language to rethinking of contemporary marketing systems.

As such, convey cooperation, mutuality, and trust between a firm and this goes beyond the remit of any individual organization. In doing so, firms must be cognizant that RM is not a strategy that can be created; it is a position that must Acknowledgements be lived.

We thank Maurice Patterson and Pierre McDonagh and the anonymous reviewers for their comments on earlier Overall then, informants are concerned with the lengths drafts of this manuscript. They view company actions in key areas with suspicion and do not believe that they engage in actions References for the simple good of the consumer.

Beyond the frills of relationship marketing | Lisa O'Malley and andrea prothero -

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