Customers-products relationship and consumer involvement theory: The dating online service, like most social networks, implies high involvement because consumers spend a lot of time and energy on it and it influences their daily life. Depending on the conversations you will have, you will feel happy or very disapointing because your happiness is involved in this service. Don't forget that a subscription to a dating website can really change your life !
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Dating websites offer a quite special service, for this reason it’s a difficult type of brand to manage, the marketplace for this kind of service has become increasingly popular and crowded, so in order to stand out dating sites have to be able to overcome barriers and create strong brand identities in the eyes of their customers. Outstanding brand identies are crucial for all types of businesses, since they depend on the constant flow of members. This is why dating websited need to reach their possible customers and convince them to join them, showing them that their brand has the best offer in the market. In order to attract their customers these sites have a hard job creating loyalty and trust, htye are built upon their customer's personal information, without it the matching process becomes increasingly difficult. Some websites post their most popular and high quality subscribers’ information on the webpage to attract more clients. The pricing strategy of the dating websites, it is more complicated, it depends on the customers’ demands. Some websites offer free membership until certain point, the more information you want the more you will have to pay.
In general , running an online dating brand is a very a big challenge of brand management.
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