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In postmodern marketing, the relationship between consumers and brands is viewed differently compared to traditional marketing approaches. Postmodern marketing emphasizes the active role of consumers in co-creating brand meaning. Here's how postmodern marketing views the relationship between consumers and brands:
1. Consumers are not passive recipients of brand messages. Instead, they actively engage with brands, shaping and co-creating brand meanings based on their own experiences, interpretations, and interactions with the brand.
2. Consumers have a significant influence on brand perception. Their feedback, reviews, social media interactions, and word-of-mouth communication play a crucial role in shaping how a brand is perceived by others.
3. Consumers are central to brand development. Postmodern marketing recognizes the importance of understanding consumer preferences, behaviors, and values in developing brands that resonate with their target audience.
4. Consumers actively co-create brand meaning. Through their engagement with brands across various touchpoints, consumers contribute to shaping the overall perception and significance of a brand in the market.
By acknowledging the active participation of consumers in shaping brand identities and meanings, postmodern marketing emphasizes the dynamic and evolving nature of the relationship between consumers and brands.
