Publications
Publications
- June 1997 (Revised May 1998)
- HBS Case Collection
Exploring Brand-Person Relationships: Three Life Histories (Condensed)
Abstract
The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands.
Keywords
Citation
Fournier, Susan M. "Exploring Brand-Person Relationships: Three Life Histories (Condensed)." Harvard Business School Case 597-091, June 1997. (Revised May 1998.)