Marketing online dating site
This framework is a relevant way of examining online dating services positioning as it takes into account the user’s experience of the brand.
e Harmony not only looks at Christian values as a means of appealing to its target market, but more importantly as a means of steering its marketing strategy.
There has been a removal of the social stigma surrounding the use of online dating in recent years.
So much so, that Slater (2013) even talks about how the social norms around meeting and dating have been completely redefined in the last couple of years so that dating is inextricably linked with technology and the Internet.
They are the values whose absence signal that the brand is not a real brand.
To use an example, a core value for Volvo would be safety.
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The brand was willing to be sued rather than compromise its identity (Gupta & Murthda, 2012) as being homosexual goes against what would be considered “traditional” Christian values.