The idea that a "relationship" exists between consumers and products is implicitly central to the thinking and practice of brand marketing. Now, both relational (one-on-one) marketing, as they say, replacing transactions (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas is critical. This case presents detailed qualitative data on three women and their relationships with brands. Designed to identify the deep connections, consumers can form with brands by product category, providing new insights into phenomena such as brand loyalty and brand that will inform the practice of brand management. "Hide
by Susan Fournier Source: Harvard Business School 21 pages. Publication Date: January 22, 1996. Prod. #: 596093-PDF-ENG
Related Case Solutions & Analyses:
Celtel Nigeria: Towards serving the rural poor (B)
Chantale and Clinton Call for Service
PNC Financial: Grow Up Great (A)
Green Ox
Mavens & Moguls: Creating a New Business Model
Team and Concepts Ltd.: Managing the Growth of a Small Business
Changing the Channel: Better Way To Do Trade Promotions
Fingerhuts Price Strategy
Coffee wars in India
Oppo Smartphone
