8 The relational approach
with a commentary by Associate Professor Susan Fournier, Boston University
School of Management
Relationships are a fundamental part of the way we live our lives. We use relation-
ships for many different things and their importance to us differs significantly. We
have lifelong relationships to our siblings that might be characterized by a profound
Learning objectives
The purpose of this chapter is to:
Understand the assumptions of the relational approach- The brand is perceived as a viable relationship partner and a ‘dyadic’
brand perspective is hence introduced in brand management - a view of the consumer as an existential being
Understand the main theoretical building blocks and how they are
connected- Animism
- Human relationships
- The brand relationship theory
Provide insights into the variety of methods used to research relationships- Depth interviews and life story method
Understand the managerial implications- The brand has to act as a true friend
Understand the academic implications- A paradigm shift
- inspiring new ways in brand management