Brand Management: Research, theory and practice

The six most important facets, when upholding an important relationship are reflected in the Brand Relationship Quality part of ...

are in a constant state of flux as the process phenomena they are. Contextual changes as well as changes in the relationship per ...

from both participants in the relationship, which affect the stability and durability of the relationship. Hence, she not only i ...

Summary Traditionally, we speak of relationships between people. Expanding the notion to brands and consumers implies that consu ...

influences consumption is a prerequisite. Accessing the inner reality and thereby understanding the wholelife of the consumer is ...

Life stories often reveal themselves as undercurrents in phenomenological depth interviews. Allowing the respondent to talk for ...

Conducting a long interview, the interviewer can apply the techniques of box 8.6. A depth interview requires a prior agreement a ...

The task is not to test some predefined ‘truths’ but to discover the idiosyncratic truth of your respondent: ‘People ascribe mea ...

Summary The relational approach is founded on the scientific tradition of phenomenology. Phenomenology implies that focus is on ...

a meaning-based construct created in a dynamic and dyadic process between brand and consumer is much easier than adapting these ...

strategy. The trick is to find some common factors in the meaning negotiation between the brand and key customers and integrate ...

receiving end and the third emphasizing the context of brand consumption. The relational approach belongs to the second period o ...

research takes the embodied, experiencing agent as a starting point and explores the mutually constructed ‘life-world’ of partic ...

where brand consumption and brand loyalty are to be understood as closely inter- twined with consumers’ ‘inner realities’. The f ...

The relational approach has some very profound consequences for the future development of the scientific discipline of brand man ...

The case was not an easy sell to a faculty comprised largely of dyed-in-the- wool experimental cognitive psychologists who thoug ...

Student questions 1 Which scientific tradition is associated with the relational approach? 2 Which philosophical tradition is as ...

Aaker, J., Fournier, S. and Brasel, S. A. (2004) ‘When good brands do bad’, Journal of Consumer Research, 31 (June): 1–16 Aggarw ...

Mick, D. G. and Buhl, C. (1992) ‘A meaning-based model of advertising experiences’, Journal of Consumer Research, 19: 317–38 Pau ...

9 The community approach with a commentary by Associate Professor of Marketing, Albert M. Muniz Jr, De Paul University, and Prof ...