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Sumber: Schmitt (1999, P.160)
Gambar 2.5 Act Experiences
ad 5) Hubungan (Relate)
Relate Marketing expands beyond the individual’s personal, private feelings,
thus adding to “individual experiences” and relating the individual to his or her
ideal self, other people, or cultures. Relate campaigns appeal to the individual’s
desire for self-imporvement. They appeal to the need to be perceived positively by
individual others. They relate the person to a broader social system, thus
establishing strong brand relation and brand communities.
Andreani (2007) berpendapat bahwa relate berkaitan dengan budaya
seseorang dan kelompok referensinya yang dapat menciptakan identitas sosial.
Seorang pemasar harus mampu menciptakan identitas sosial (generasi,
Reasoned
Action
Motor
Actions
Lifestyles
Flesh
Behavioral
Modification
Interact
Self-
Perceptions
Nonverbal
Behavior
Act
Experiences
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