Abstract:

This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The study, based on in-depth interviews and focus groups mainly seeks to understand what type of expectations consumers have in relation to familiar brands. Using a semiotic approach, consumers may be typologised depending on their expectations and attitudes towards familiar brands. Next the study focusses on one peculiar type of consumer-brand relationship which is brand attachment. Two types of attachment relationships to brands are analysed: an instrumental type of attachment based on a rational and utilitarian approach to goods, and an existential type of attachment based on an emotional and experiential approach. The study's main interests are -1 to provide an insightful approach to market segmentation -2 to relate consumption choices and decisions to deeply held expectations and principles of life and -3 to give conceptual and managerial insights into a particular type of consumer-brand relationship which is the brand attachment phenomenon.