Theory of Contrast
Contrastivism is considered as another concept, which is directly associated with the different concepts of marketing. It is a fact that the concept of contrastivism plays a major role in domain of brand existence. This theory has mainly indicated that the knowledge has ternary structure, which is always occupied as the contrast in regards of other information. Simply, it is said that the concept of contrastivism is directly associated with the development of different ideas for the purpose of enormous goals. The concept of contrastivism is mostly applied in the psychological sciences; therefore, marketers mostly use this concept for understanding the psychology of the consumers. Brand loyalty is always considered as a major indicator for the customer satisfaction and brand existence. Therefore, the marketers and the brands’ authorities usually focus on the factor of satisfaction and loyalty, which is completely based on the information provided by the customers. If the customer has enough knowledge about the brand; then, the marketers usually focuses on the concept of contrastivism to alter their knowledge for a better existence of the brands. Moreover, the concept of contrastivism is also helpful for the organizations to penetrate in the minds of customers and market of the industry for the achievement of goals and objectives. Therefore, it can be said that the concept of contrastivism plays a major role in a better existence of brands within the marketplace. The concept of contrastivism has a direct impact on the marketing and penetration strategies, which are utilized for brand existence. Therefore, it is said that the marketers must focus on the concept of contrastivism in order to utilize penetration strategies for brand existence. Moreover, it is because of the contrast theory that the trust and satisfaction of the consumers can be easily turned into direct relationship values. Similarly, commitment and loyalty of the consumers can be easily used for developing indirect relationship value.
Expectancy Disconfirmation Paradigm
According to the expectancy disconfirmation paradigm (EDP) it has been observed that the customer satisfaction has been found to have a close link between the brand loyalties. Loyal customers are usually observed to be more satisfied with the brand and in turn, are found to be highly probable of bringing in more customers which in turn is highly essential in maintaining the brand existence. Brands on the other hand, have been found to be focusing on the customer satisfaction level and have been thoroughly establish guidelines to maintain and revise policies. Therefore, the companies have been at a high stake of capturing new customers and have been focusing a lot on the existing customers along with satisfying the new customers that are being brought to the company. It has also been found that the expectancy disconfirmation paradigm has become one of the most dominant frameworks that have been developed by the companies in order to successfully maintain the brand existence. Moreover, it has also been observed that the multinational brands have been in frequent search of new markets so that they can be always at a high edge of expanding their business and to keep on maximizing their services along with the attainment of global existence of their brands. However, due to enormous and tough competition in the market among the existing brands, the fringe of capturing the clients has shortened its width; thus, limiting the reach of the existing brands in the international market.
It can also be said that the brands now need to thoroughly maintain and revise their policies in contrast to the issues that may be linked with the customer satisfaction. International companies serving the same industry have been found to be obtaining such resources which can be capable enough of maximizing the customer reach. As, discussed previously it has been stated that the brands with high customer satisfaction have been observed to have owned higher brand loyalty. Loyal customers in turn, are used as marketing tool for the company to expand the brand existence.