0000009425 00000 n Susan Fournier, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Volume 24, Issue 4, ... inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. ... and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Search for other works by this author on: © 1998 by JOURNAL OF CONSUMER RESEARCH, Inc. Multitasking as Consumer Compensatory Control, Can Consumers Learn Price Dispersion? 0000010059 00000 n 156 0 obj << /Linearized 1 /O 159 /H [ 1133 673 ] /L 162766 /E 49010 /N 19 /T 159527 >> endobj xref 156 31 0000000016 00000 n 0000026440 00000 n 0000007119 00000 n Boston University. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. Collec- One way to legitimize the brand-as-partner is to high- 0000003411 00000 n These six Consumer-Brand Relationships provides an insightful primer in understanding the framework of what ignites, engages and sustains consumer-brand relationships over time. 0000030622 00000 n See all articles by Susan Fournier Susan Fournier. For full access to this pdf, sign in to an existing account, or purchase an annual subscription. Fournier viewed brand relationship as a relationship between a consumer and a personified brand, akin to a relationship between two people. empirical testing. Consumers and Their Brands: Developing Relationship Theory in Consumer Research @article{Fournier1998ConsumersAT, title={Consumers and Their Brands: Developing Relationship Theory in Consumer Research}, author={S. Fournier}, journal={Journal of Consumer Research}, year={1998}, volume={24}, pages={343-373} } The notion of consumer-brand relationship, pioneered by Susan Fournier (1998), has inspired many studies in this area. 0000048637 00000 n 0000030426 00000 n In particular, we examine and compare two consumer-brand relationship models- namely, the brand relationship quality (BRQ) model (Fournier 1998) and the relationship investment (RI) model (Rusbult 1980a). 0000026944 00000 n Susan Fournier, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Volume 24, Issue 4, March 1998, Pages 343–373, https://doi.org/10.1086/209515. The reasons for choosing these two specific models are mechanism suggested by research on brand relationships that enables a brand to assume a role as an “active” and “personal-ized” participant in the relationship is anthropomorphism (Fournier, 1998). 0000001133 00000 n Consumer-Brand Relationships provides an insightful primer in understanding the framework of what ignites, engages and sustains consumer-brand relationships over time. 0000000971 00000 n 0000002290 00000 n Fournier views brand relationship quality as multi-faceted and consisting of six dimensions beyond loyalty or commitment along which consumer-brand relationships vary: 1) self-concept connection, 2) commitment or nostalgic attachment, 3) behavioral interdependence, 4) love/passion, 5) intimacy, and 6) brand partner quality. H�b```f``�e`e``�g`@ ��� $���y>�� � L*̹��,�Lެ�k�b8�X�0��4 t��i���6�VF�1�Ff�� [�&��̥K�*��(�( 0000026317 00000 n Evolving relationship strength profiles were monitored over a 2-mo. The present research proposes the consumer–brand relationship quality (BRQ), also reflects consumers' strong motivation toward the brand (Fournier, 1998), strongly influences extension judgments, and identifies the boundary conditions and mediation processes for the BRQ effect to occur. 0000026195 00000 n Oxford University Press is a department of the University of Oxford. Consumers and Their Brands: Developing Relationship Theory in Consumer Research @article{Fournier1998ConsumersAT, title={Consumers and Their Brands: Developing Relationship Theory in Consumer Research}, author={S. Fournier}, journal={Journal of Consumer Research}, year={1998}, volume={24}, pages={343-373} } Based on the law of reciprocity, Fournier (1998) suggests that brand relationship quality comprises six aspects, which can be used as a reference for strengthening the brand relationship. Fournier (1998) suggested that commitment represents a high-quality brand relationship. Thus, customer commitment underlies a continued valuable relationship that has been created by customer satisfaction. Susan Fournier's groundbreaking study on brand relationships is the clear exception.With a super-small sample size of three, her research, which also established a … Susan Fournier is Questrom Professor of Management and Faculty Director of the M.B.A. In this respect, an integrated multi-faceted construct, Brand Relationship Quality (BRQ), is proposed by Fournier, 1994, Fournier, 1998. 0000003689 00000 n 2003), brand love (Batra, Ahuvia, & Bagozzi, 2012), and brand relationship quality (Fournier, 2009). 0000001784 00000 n products and services brand. sumer-brand relationships. These aspects are love and passion, self-connection, commitment, interdependence, intimacy, and … Fournier (1998) deeply analysed consumer brand relationship and explored twenty different types of relationships consumers form with a brand (e.g. 0000008340 00000 n trailer << /Size 187 /Info 155 0 R /Root 157 0 R /Prev 159516 /ID[<3b6330333d55771661625cb84ecee8c5><3b6330333d55771661625cb84ecee8c5>] >> startxref 0 %%EOF 157 0 obj << /Names 158 0 R /Metadata 154 0 R /Pages 148 0 R /Type /Catalog /PageLabels 145 0 R >> endobj 158 0 obj << /EmbeddedFiles 151 0 R >> endobj 185 0 obj << /S 484 /T 611 /L 670 /Filter /FlateDecode /Length 186 0 R >> stream consumer-brand relationship to explain how brand equity might be created by this anthromorphization process. 0000002060 00000 n A Framework for Brand Personality . brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality of the relationship between consumers and brands. DOI: 10.1086/209515 Corpus ID: 53398837. Evidence for Dispersion Spillover Across Categories, Becoming Through Contiguity and Lines of Flight: The Four Faces of Celebrity-Proximate Assemblages, How Resource Scarcity Influences the Preference for Counterhedonic Consumption, Exposure to Brands Makes Preferential Decisions Easier, Receive exclusive offers and updates from Oxford Academic. 0000001084 00000 n Her research explores the creation and capture of … 0000006592 00000 n Agenda1. Summary 3. BRQ is best thought of as a customer-based indicator of the strength and depth of the person–brand relationship. platform. 2.2. Program at Boston University. 0000023517 00000 n Susan Fournier is assistant professor of business administration at Harvard University Graduate School of Business Administration, Cambridge, MA 02163. brand relationships are valid at the level of lived experi- of marketing transactions but as an active, contributing ence; and (3) consumer-brand relationships can be speci- member of the relationship dyad is a matter more deserv-fied in many ways using a rich conceptual vocabulary ing of note. DOI: 10.1086/209515 Corpus ID: 53398837. 0000048361 00000 n Susan Fournier postulated that brand is a partner in a dyadic relationship with the con- ... brand relationships may influence the quality of the ties that consumers develop with brands, was constructed to test the model. “Consumers and their brands: Developing relationship theory in consumer research” Susan Fournier (1998)3. 0000003370 00000 n 0000006835 00000 n In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. The consumer-brand relationship is a delicate dance that when properly choreographed can create material value for both the customer and the organization. “Brand relationship quality and its value for personal contact” Edith Smit, Fred Bonner, and Marten Tolboom (2006)4. 0000005502 00000 n that is both theoretically and managerially useful. tT>,�"$`Ц("$�pR�Т6yG�KI�`�+K�!׬�[�?��9�Xyhӄ3Ӓ؜�V�Uq�qb[rh�Ӓ�u�L|�. Fournier is quick to point out that all brand relationships are subject to change because of personal, environmental, and managerial factors. This article evolved from the author's dissertation at the University of Florida. Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. Lured by tech-enabled opportunities to use customer data to build customized and profitable relationships, companies have invested heavily in customer relationship management (CRM) systems that quantify the value of customers. Special thanks are extended to the author's thesis committee (Richard J. Lutz, chair; Greg Neimeyer; Alan Sawyer; and Barton Weitz), to David Mick, to the JCR reviewers and editors who helped shape the manuscript, and, above all, to the three women who shared the stories that inspired this work. ... Keywords: Brans, Brand Relationships, Customer Relationship Management, Consumer Behavior. 2. The relationship between brands and consumers is seen as an important element of strategic brand management. 0000026667 00000 n Macinnis and C.W. In her research, Fournier treated a brand as a relationship partner and identified six relationship dimensions to measure the consumer-brand relationship strength: love/passion, interdependence, self- While these frameworks inform the development of strong brand relationships and the strengthening of weak or indifferent ones, they are silent on the negative tonality that strong and weak brand relationships … 0000009768 00000 n %PDF-1.3 %���� Justification for studying this topic2. Past studies have examined different aspects of branding (e.g. 0000010358 00000 n "Relationships are evolutional phenomena," she asserts, "and as such they proceed through cycles of initiation, growth, maintenance, and deterioration." The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands. period, in response to brand personality and transgression manipulations. Brand relationship quality (BRQ) Fournier (1998, p. 344) maintains that, in order for customers and brands to have a relationship with each other, there must be interdependence between them, an attribute that is enhanced to the extent that "brands … Project: Brand Relationship Strategy (Fournier) TAGS: consumer-brand relationships, CRM, customer relationship management . Park, “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology 15, no. According to Fournier (1998), in order to build a relationship with a brand, people should hold a human-like characteristics perception about the brand. Copyright © 2021 Journal of Consumer Research Inc. BRAND RELATIONSHIP QUALITY Fournier’s (1998) conceptualization of brand relationship quality is an explicit analogue to concepts of relationship quality in the interpersonal field and implies that the relationships consumers have with brands have similar qualities as human relationships. AN EXAMINATION OF THE BRAND RELATIONSHIP QUALITY SCALE IN THE EVALUATION OF RESTAURANT BRANDS Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. average marriage, causal/friendship/buddies, committed partnership, marriage of convenience, compartmentalized friendship, best friendships, kinships, childhood friendship, courtships, rebound/avoidance-driven … Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Fournier’s brand relationship quality index (see Fournier, “Consumers and Their Brands”; and Thomson et al.’s measure of brand-self attachment (M. Thomson, D.J. 0000010213 00000 n Her data, however, were drawn only from qualitative research. The study revealed that the behaviors of brands and those of consumers were related because of the relationship that existed between the two factors. She This paper will examine Fournier's argument in the light of brand relationships that customers have with Verizon and Disney, asserting that Fournier is indeed correct and customers can have relationships with brands. 0000001806 00000 n Anthropomorphism involves the attribution of humanlike characteristics, motivations, intentions, and emotions to non- The quality of brand relationship was found to be dependent on love/passion, self connection, commitment, interdependence, intimacy, and brand partner quality (Fournier 366). The consumer-brand relationship is a delicate dance that when properly choreographed can create material value for both the customer and the organization. and vision Fournier pioneered the basis for the ideas presented in this book . ... quality of the brand as relationship partner and quality of the brand as interaction . The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands. Contrasts and Similarities5. Fournier (1998) measured brand relationship strength, stability and constancy through a new construct of the brand relationship quality (BRQ), which contained six elements: love and passion, self-connection, interdependence, commitment, intimacy, and brand participant quality.
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