Research Summary
Research Summary
Consumer-Brand Relationships
Description
Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the construct, particularly in the consumer brand domain. Through qualitative interviews and survey research Fournier has developed an integrative framework for characterizing the types of relationships consumers form with brands, the processes through which these relationships are cultivated over time, and marketer actions that enhance and dilute consumer-brand bonds. She has also developed a multifaceted indicator of the depth and strength of the consumer-brand relationship that she terms Brand Relationship Quality, or BRQ. Current research underway to extend and refine the strategic brand relationship framework includes: (1) validation of the brand relationship quality (BRQ) measurement scale for packaged goods, services, and semi-durables; (2) perceptual mapping of brand personalities in terms of dominant relationship roles; (3) longitudinal studies of brand relationship evolution and developmental dynamics (with Professor John Deighton of Harvard Business School), (4) mapping of consumer-brand relationship types and dimensions (with Professors Scott Neslin of Dartmouth and Don Lehmann of Columbia), (5) validation of a relationship styles typology that captures the various ways in which consumers choose to interact with brands (with Professors Scott Neslin of Dartmouth and Don Lehmann of Columbia), (6) examination of 'transgressions' (both managerially- and environmentally imposed) that weaken or stress brand bonds over time (with Jennifer Aaker of Stanford), and (7) examination of the effects of brand personalities on relationship strength and dynamics (with Professor Aaker). Ideas derived from Fournier's research are developed into course and research material on brand equity, brand loyalty, brand community, customer satisfaction, and effective management of brand portfolios in the consumer realm.