paradigm concept 22
Pepsi 141b
personality approach 3, 23; brand-
consumer exchange 120, 144f; brand
perspective 247; brand-self congruence
120, 121, 125–27, 128, 129f, 132,
143–44; brand value creation 247;
consumer behaviour research 117,
118–19, 147–48; consumer perspective
247; do’s and don’ts of 146; dyadic
process 120; early adopters 143–44, 148;
emotional bonding 118; expression of
self 117–18, 120, 122–25, 128, 129f,
132, 138–39; free association methods
136, 137; human psychology 117,
118–19; interactive process 120; key
reading 247; key words 247; personality
construct 121–22, 128–29, 129f, 132;
personality research 117; personality
traits 122, 123f, 128–29, 130f, 132,
139–40; quantitative/qualitative methods
132, 133–37, 136, 247; scaling
techniques 134–37; scientific tradition
247; social identification construct 125,
127; supporting themes 247; symbolic
benefits 24, 118, 120, 139, 144f;
theoretical building blocks 121–32; time
of origin 247; see alsobrand personality
phenomenological perspective: individual
identity projects 155; ‘inner reality’ 155,
156, 165–66, 175; ‘lived experience’
158, 160, 173–74; meaning 173;
methods 24, 165–66, 170; see alsodepth
interviews
positivistic stance 21–22
postmodern branding 222–23, 250, 251t
Proctor & Gamble 30
product paradigm 251–52, 252f, 254
PRODUCT (RED), and Global Fund
232–34
projective paradigm 252f, 253, 254
projective techniques 101
public relations (PR) 59–60
Quiksilver 75–76b
regression analysis 41–42
relational approach 3, 23, 24; academic
implications 172–75; animism 156–57,
165; birth of 21–22; brand-consumer
exchange 24, 154–55, 163, 172; brand
loyalty 160, 172; brand ownership
154–55; brand perspective 247; Brand
Relationship Quality 160, 162–64, 177;
brand relationship theory 152, 153,
158–64, 165; brand value creation 247;
‘chaotic domain’, of consumers 175;
consumer perspective 247; data analysis
165–70; depth interviews 167–70, 177;
experiential consumer perspective
174–75; holistic perspective 169, 173;
information overload 171–72, 175;
‘inner reality’ 155, 156, 165–66, 175;
key reading 247; key words 247; ‘lived
experience’ 158, 160, 173–74; meaning,
managing 171, 173, 175, 177; paradigm
shift to 26b, 172–73, 176, 178; and
personality approach 153; qualitative
methods 154, 173, 247; relationship
complexity 164, 165; relationship
marketing 152; relationship tenets
151–52, 177–78; scientific tradition 247;
supporting themes 247; theory to
practice, challenge of 170–71; time of
origin 247; true friend, brand as 172,
175; see alsophenomenological
perspective; relationship theory
relational paradigm 252f, 253, 254
relationship forms 160, 165; arranged
marriages 161; best friendships 161;
casual friends/buddies 161; childhood
friendships 162t; committed partnerships
161; compartmentalized friendships 161;
courtships 162t; dependencies 162t;
enmities 162t; enslavements 162t; flings
162t; kinships 161; marriages of
convenience 161; rebounds/avoidance-
driven relationships 161; secret affairs
162t
relationship theory 165; contextual
influences 158; current concerns 158,
159; life projects 158, 159; life themes
158, 159; process phenomena 158;
psychological meaning 157; relational
meaning 158; socio-cultural meaning
158
rumour control 197Sacramento Jaguar Club 182
scaling techniques: brand personality scale
136; critique of 136–37; interval scales
135; nominal scales 134; ordinal scales
134–35; ratio scales 135–36; scaling,
meaning of 134
scientific traditions, of approaches 246,
247, 248
self, consumer 117–18, 120, 122–25, 128,
129f, 132, 138–39266 Subject Index