Marketing Case Study
The case study being completed in this reports asks the author of this response to answer to three major questions. The first is what Fournier means when she says that consumers have relationsihps with a brand. The second question asks the author two pick two out of three brands from a list provided in the assignment and explain if and/or how consumers do or do not have relationships with those brands. The third questions asks the author to explain whether the relationship between brand and consumer is universal or not and why the author of this response believes that to be the case.
Questions Answered
As for the first question, Ms. Fournier talks in the opening or her 1998 treatise about how there has been a lot of work done regarding the relationships that businesses and vendors have vis-a-vis their established lines of communication and business agreements/arrangements. Fournier also notes that there was (at least at that time) a dearth of research related to the relationships that consumers do or do not form with the brands that they purchase. In other words, the concept of brand loyalty speaks to the concept of consumers having a relationship and rapport with the brand and the company behind it and the fact that they do indeed keeping going back to that same brand is not a function of luck or laziness but rather that relationship being as entrenched and established as it is (Fournier, 1998).
The two products that will be analyzed for the second part of this report...
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