Political influence: How political ideologies can impact relationships between consumers and brands

Political influence: How political ideologies can impact relationships between consumers and brands

Keywords

Brand resonance has long been appreciated as a key element to building relationships with consumers. If a customer relates to a brand’s ethos or how that brand can improve that customer’s way of life, the resonance will create a loyal customer. These bedrock customers are the ones who show unwavering brand loyalty through reinforced senses of self recognition and value by being connected to a brand they rate and appreciate. Attachment to certain brands allows the connotations of those brands to be reflected in the customer, thereby adding depths and layers to their own identity through how the brand is viewed by others. It is identifiable, for example, in how certain consumers believe the value and prestige of the brand of coat that they wear indicates their social standing and social worth. Or those consumers who choose a specific brand of car, not because it is the most expensive or flashy, but rather the “best driving experience.” Through buying that brand of car you can signal to others in the know that you are on the inside, and appreciate certain values over cost or flamboyance.

Yet there are few...