Brand Management: Research, theory and practice

The personality

approach

1997

Aaker, J. L. (1997),

'Dimensions of brand

personality',Journal

of Marketing

Research

Plummer, J. (1985)

'How personality

makes a difference',

Journal of

Advertising Research

Brand personality,

self, archetypes

Human

Psychological

Human personality

psychology

A mix of quantita-

tive and qualitative

methods, scaling

techniques

Symbolic exchange

Personality, consum-

er self, brand–self

congruence

Marketer

Consumer

The relational

approach

1998

Fournier, S. M.

(1998), 'Consum-

ers and their brands:

developing relation-

ship theory in

consumer research',

Journal of Consumer

Research

Dyadic brand–con-

sumer relationship,

brand relationship

quality

Human

Existential being

Existentialism, phe-

nomenology

Depth interviews, life

story method

Friendship

Animism, relationship

theory

Marketer

Consumer

The community

approach

2001

Muñiz Jr, A. M. and

O’Guinn, T. C.

(2001), 'Brand Com-

munity',Journal of

Consumer Research

Brand communities,

brandfests, the brand

triad, the internet

Social

Tribe member

Anthropology, micro-

perspective

Ethnography,

netnography

Discretion

Community theory,

subcultures of con-

sumption

Marketer

Cons. Cons.

The cultural

approach

Around 2000

Holt, D. B. (2002),

'Why do brands

cause trouble? A

dialectical theory

of consumer culture

and branding',

Journal of Consumer

Research

Globalization, popular

culture, brand icons,

No Logo

Cultural

Homo mercans

Cultural studies

Macro-level analysis

on microlevel data

Bird perspective

Cultural consumption,

No Logo, the citizen-

brand prospect

Marketer

C U L T U R E

Consumer

Figure 11.1continued