search query: @indexterm market research / total: 2057
reference: 316 / 2057
| Author: | Fournier, S. |
| Title: | Consumers and their brands: Developing relationship theory in consumer research |
| Journal: | Journal of Consumer Research
1998 : MAR, 24:4, p. 343-373 |
| Index terms: | Market research Consumer behaviour Relationship marketing Brands Theories |
| Freeterms: | Brand identification |
| Language: | eng |
| Abstract: | In the article, it is argued for the validity of the relationship proposition in the consumer-brand context incl. a debate as to the legitimacy of brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds. There is a framework provided for characterizing and better understanding the types of relationships consumers do form with brands. Presented is a diagnostic tool for conceptualizing and evaluating relationship strength. There are three in-depth case studies, with their interpretation guided by an integrative review of the literature on person-to-person relationships. There are insights offered through application of inducted concepts to two relevant research domains, that is, brand loyalty and brand personality. |
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