Brand relations and life course: Why old consumers love their brands

Abstract

Dirk Sikkelis a Statistician and Market Researcher. He has worked for different market research agencies and as a professor in methodology. During the last 12 years, he has specialized in marketing to older consumers. Currently, he is a Professor at the University of Amsterdam in the department of communication sciences and has his own company Sixtat.Correspondence: Dirk Sikkel, Sixtat, Schout van Eijklaan 98, Leidschendam, 2262 XV, The Netherlands E-mail: d.sikkel@sixtat.nl ABSTRACT The relationship between age and the importance of brand relation is investigated. In a first exploratory survey, this relation appeared to be U-shaped. Brand relations are relatively strong for both consumers under 30 and those over 60. In a second survey, a theory-based explanation is sought as to why the importance of brand relation increases with age over 50. The answer lies in a decreased tolerance of ambiguity, consistent with low cognitive-affective complexity. Given hedonic innovativeness and future time perspective, the relation between age and brand relation becomes stronger. The results imply that brands should communicate to older consumers: 'we have a long future together, our new products are attractive and we don't take you out of your comfort zone'.

Don’t tell me stories – the narratives of retirement and their relation with brand associations

“…Cole et al [2008] have highlighted some drivers that affect the brand preferences that vary with age: a habit mechanism that develops with age and decreases in willingness to innovate. Similar results were obtained by Sikkel [2013], who showed that among elder customers a decreased tolerance to ambiguity, consistent with low cognitive-affective complexity results in a higher need for longer, well-established relationship with the brand and affects its associations, as the consumers were seeking for brands with a long history and presence on the market.…”

Ambiguity tolerance in organizations: definitional clarification and perspectives on future research

“…Current marketing and brand positioning techniques often confuse consumers ( Walsh and Yamin, 2005 ; Wang and Shukla, 2013 ). Research that identifies the sensitivity of an individual to brand ambiguity and to the type and intensity of information cues that eliminate brand ambiguity and aid consumers in distinguishing one brand from another is needed ( Sikkel, 2013 ). Such research would have both scholarly and applied value.…”

The Extent to which Customer Relationship Management Helps to Retain Telecom Customers

“…For example, according to Sikkel (2013), the association between age and brand relationship strengthens, implying that businesses should signal to older consumers that they want to serve them throughout their life journey while staying within their comfort zone. While the value of human interactions is emphasized, businesses must ensure that the issue of consumer privacy is addressed effectively.…”