Customer Self Oriented and Other Oriented Intrinsic Values, Brand Trust and Consumer-Brand Relationship: A Conceptual Review with Reference to Life Insurance Sector Research Proposition

The purpose of this paper is to explore the intrinsic value and brand trust on Consumer-Brand Relationship. Particular attention is focused on concerning literature and using the result of literature review providing research proposition leading to theoretical and managerial implication. Building and continuously maintaining close brand relationship with customers has become regular necessary for current business. The consumer brand relationship is still very rarely applied in the life insurance context. The author highlighted Proposition of intrinsic self-oriented value (Hedonic Value), Proposition of intrinsic other oriented value (Altruistic value) and Proposition of Brand Trust on consumer brand relationship. New research proposition presented in this paper enhance the literature on recent development in consumer brand relationship. This study was made to build argument supporting to suggested proposition. Findings of this study can be used by brand marketer to identify their strength and weakness. Finally, researcher does propose to expand the future studies on different context.