Product details

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. Intended to reveal the deep connections consumers may form with brands across product categories, providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice.