Consumers and Their Brands: Developing Relationship Theory in Consumer Research

  title={Consumers and Their Brands: Developing Relationship Theory in Consumer Research},
  author={Susan M. Fournier},
  journal={Journal of Consumer Research},
  • S. Fournier
  • Published 1998
  • Psychology, Sociology
  • Journal of Consumer Research
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. 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… Expand

Figures and Tables from this paper

Humanising Brands: Impact of Communal and Exchange Relationship Types on Brand Evaluation by Consumers
This paper examines the role of brands in the lives of consumers and the type of relationship that binds the two. Specifically, this research explores the broad framework of perceivingExpand
Consumer-Brand Relationship: Foundation and State-of-the-Art
The relationship between a brand and consumers is known to produce positive outcomes for both partners. Consumers develop relationships with diverse brands regarding brands as partners. Brands areExpand
Consumer Brand Relationships: Overcoming Its Conceptual Challenges and Development of Propositions
A stream of branding researchers considered brands as an active partner of human and this concept is challenged by another group as a brand is an inanimate object. In normal phenomenon, theExpand
This proposed study applies the idea of consumer-brand relationships to child consumers. Longitudinal brand loyalty studies have shown that brand preferences in consumers persist into adulthood. ThisExpand
The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective
Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, thisExpand
Over the past decade there have been a number of calls within the branding literature for a consideration of brand–consumer relationships (BCRs) and, certainly, it appears that the term relationshipExpand
Consumer brand relationships: an investigation of two alternative models
Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically testedExpand
The consumer-brand relationship paradox
This study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested inExpand
Building consumer–brand relationships through brand experience and brand identification
Abstract Both academics and industry are focusing heavily on building and nurturing consumer–brand relationships. Despite this interest, till now the role of traditional marketing constructs haveExpand
The complex nature of brand relationships : interpersonal or parasocial love?
The purpose of this research was to offer deeper understanding of the nature of the relationships that consumers have with their favorite brands. The understanding helps organizations to build andExpand


Relationship marketing in consumer markets: Antecedents and consequences
Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationshipExpand
A Meaning-Based Model of Advertising Experiences
This article adopts and extends a meaning-based approach to advertising. We emphasize the consumer's perspective and seek to address important factors that motivate and shape actualized advertisingExpand
The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective
Most empirical work on product symbolism has paid relatively little attention to how products are used by consumers in everyday social life. This paper argues that the subjective experience impartedExpand
Subcultures of Consumption: An Ethnography of the New Bikers
This article introduces the subculture of consumption as an analytic category through which to better understand consumers and the manner in which they organize their lives and identities.Expand
Commitment: A Conceptual Structure and Empirical Application
A conceptual structure for commitment is presented, specifying and clarifying the various meanings of the term as it has been used by sociologists and social psychologists. The possible importance ofExpand
Dimensions of Brand Personality
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, noExpand
The Role and Measurement of Attachment in Consumer Behavior
Abstract Of recent interest in consumer behavior research is the consumer's use of owned possessions to develop and maintain self-concept. This study presents a measure of a central concept in thisExpand
Whither branding?
AbstractThis paper suggests several hypotheses. Many of these are judgmental for which academic evidence is unlikely to be available: The ‘Golden Age’ of branding is over. FMCG branding willExpand
Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue:
Recent headlines in the popular press (e.g., "What's in a Name? Less and Less," "Brands on the Run," "Private Label Nightmare," "Marlboro Friday," "The Brand Leader's Dilemma") spell out the plightExpand
Caring Consumers: Gendered Consumption Meanings and the Juggling Lifestyle
This article explores the meanings that consumption experiences hold for professional working mothers engaged in the culturally prominent lifestyle known as "juggling." A discussion is given to priorExpand