The title of the passage

The title of the passage: Consumers and Their Brands: Developing
Relationship Theory in Consumer Research
Reading content:Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational
phenomena in the consumer products domain, particularly at the level of the brand.
In this article, the author demonstrates his idea in three aspects.
To begin with,the author argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds.
What’s more,the dissertation provides a framework for characterizing and better understanding the types of relationships consumers form with brands,which is beneficial to the further research and study.
In addition,the author inducts from the data the concept of brand relationship quality,which is a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, and their interpretation is guided by an integrative review of the literature on person-to-person relationships,which can contributes to the research to the full. Insights offered through application of inducted concepts to two relevant research
domains,which are brand loyalty and brand personality.And they are advanced in several aspects. The exercise is intended to urge fellow researchers to refine, test, and argue the working hypotheses suggested herein and to progress toward these goals with
confidence in the validity of the relationship premise at the level of consumers’
lived experiences with their brands.
My reflections:From my personal point of view，thanks to the wide spread of advanced technology in recent years, people can transmit information at a greatly enhanced rate, and consumer knowledge is easily influenced by marketing activities. Consumers can
rely on information and education from advertising, personal experience, and public reports and so on to find out about the newest knowledge and information. In addition, as peoples lifestyles change and high-tech products proliferate, consumers must increasingly rely on professional information and knowledge to guide their purchases. Because of this, the amount of knowledge possessed by consumers may exert a key influence over the
purchase of high-tech products. As a consequence, this study sought to understand the relationship between consumers’perceptions and decision-making,which is of great significance to the research on consumers’behavior.This study examined the correlations between consumer perceptions and decision-making to ensure the validity of the results on the study of their behavior.
Based on the study’s results, we can safely propose the following conclusions:
On the whole,foreign consumers are quite attentive to their perceptions,which can have negative influence on their consumer behavior.Following factor analysis,it was found that consumer perceptions can be divided into two aspects.The first which is of great significance is called perceived product assessment and the second is defined as willingness to transmit word-of-mouth. As for consumers’decision making emphasis, factor analysis found that consumer’s decision-making with regard to smart phones can be classified as the three aspects of “purchase
intention,”“basic cell phone functions,”and “advanced cell phone
functions”. Further analysis discovered that canonical correlation analysis
revealed that two consumer perception factors and three consumer decision-making factors possess significant correlation. In general, the greater the emphasis on consumer perceptions, the more attention consumers pay to decision-making.
To summarize,from my personal point of view,the consumers should do shopping wisely and put much consideration on the performance-price-ratio and the quality of the products,which means the should not just consider the the price or the exterior of the products.What’s more,it is generally acknowledged that a rational consumer will put much consideration on the overall quality,and only by this way can the consumers get access to the most satisfactory products.。