Brand Management: Research, theory and practice

Summary

The relational approach is founded on the scientific tradition of phenomenology.
Phenomenology implies that focus is on the ‘inner world’ of people, and not the
‘outer world’ that can be subject to other kinds of study.
Respondents’ perceptions of their own experiences are considered valid data as
well as the topic of interest in this research tradition. Depth interviews combined
with life story methods are the most suitable methods for gaining insight into the
life-worlds of respondents.
Conducting a phenomenological study, the researcher should strive for prox-
imity to the research process and should ideally collect data as well as analyse
them. Data analysis should contain auto-correcting loops in order to detect central
themes and metaphors to structure the large and unstructured amounts of data.

Implications of the relational approach

By now it should be clear that the relational approach introduces a dyadic brand
perspective, an existential view of the consumer, phenomenological methods, and
a precise conceptualization of key brand relationship concepts (brand relationship
forms and the brand relationship quality construct). All these elements draw an
accurate and coherent picture of the radical shift in brand management that is the
consequence of the relational approach.
The big challenge is, however, to transform the above described characteristics
of the relational approach into managerial implications that are actually adaptable
to real-life situations. Talking about the appropriateness of conceiving the brand as

170 Seven brand approaches

Theory

Methods and data

Assumptions

Managerial implications

Figure 8.6Methods and data of the relational approach