Susan Fournier's concept of brand relationships

Fournier (1998, p. 344) maintains that, in order for customers and brands to have a relationship with each other, there must be interdependence between them, an attribute that is enhanced to the extent that "brands are animated, humanized, or somehow personalized." Moreover, brand relationships(like relationships between people(reflect common qualities between the two participants. In her case study of Jean, Fournier points out that Jean's brand portfolio is consistent with her own "life themes" of "marginality/significance," "affiliation/independence," and "stability/change" (1998, p. 350). Taking the analogy even further, Fournier develops a "typology of consumer-brand relationship forms," in which she correlates certain types of human relationships with similar brand relationships (1998, p. 362). When a new bride begins using her husband's favorite brands, for example, Fournier equates that practice with an arranged marriage (1998, p. 362).

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Approximate Word count = 872
Approximate Pages = 3 (250 words per page)

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