Comprehensive Relational Value Marketing Framework for Strengthening Brand Resilience and Sustained Customer Engagement

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Published: 2021-01-27
Keywords:
Brand equity, Customer loyalty, Emotional marketing, Brand consistency, Personalization, Brand narrative, Communication strategy

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Siti Rochmatun Lil Alamin
Mayjen Sungkono University, Indonesia
Dita Nurmalasari
Mayjen Sungkono University, Indonesia
Didit Darmawan
Mayjen Sungkono University, Indonesia
Samsul Arifin
Mayjen Sungkono University, Indonesia

Abstract

Increasing the value of brand equity and customer loyalty have become central aspects in the modern marketing world. This research aims to examine how a literature approach can provide a strategic understanding of marketing design that strengthens the long-term relationship between brands and consumers. Through a comprehensive literature study, important elements such as the formation of brand perceptions, the role of emotions in customer attachment, the importance of communication consistency, and the application of ethical values in marketing strategies are examined. The research found that brand power lies in the ability to build a relevant narrative and touch the psychological aspects of customers, not just through promotions, but through the total experience offered by the brand. Customer loyalty is formed from the accumulation of positive experiences and appreciation of the values that the brand stands for. The findings expand the understanding of the importance of emotional engagement, data-driven analysis, and personalized approach in creating long-lasting brand relationships. The implications of this study are limited to promotional strategies, and touch on the ethical, social, and cultural dimensions of the company as a whole. The results of this study are expected to serve as a scientific reference in the development of a more humane and long-term value-oriented marketing approach.

Article Details

Issue

Vol. 1 No. 1 (2021): Journal of Social Science Studies (JOS3)

Section

Articles

How to Cite

Lil Alamin, S. R., Nurmalasari, D., Darmawan, D., & Arifin, S. (2021). Comprehensive Relational Value Marketing Framework for Strengthening Brand Resilience and Sustained Customer Engagement. Journal of Social Science Studies, 1(1), 299-304. https://jos3journals.id/index.php/jos3/article/view/117

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