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In: Operations Management

As consumers, we continually interact and consume brands to satisfy our functional and emotional needs. Applying...

As consumers, we continually interact and consume brands to satisfy our functional and emotional needs. Applying the theory covered as part of this module to your own experience as consumers,

Brands play important roles for consumers. For instance, they act as relationship partners that enable consumers to resolve personal issues. Drawing on Fournier (1998) typology of relationships between consumers and brands, identify six types of relationships you as a consumer have with different brands .

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Answer:-

Fournier (1998) based typology has examined 20 sorts of brand -

consumer relationship on the basis of phenomenological inquire about. Alongwith 20 various types of various brand relationship, she further gave 6 elements of these relationship-

Love/passion

Self association

Closeness

Brand accomplice

Relationship

Responsibility

Six types of brand consumer relationships as per Fournier typology are-

Casual relationships with brands are those which by and large the vast majority of the consumers keep up with various items brands. As per the name it doesn't have responsibility with the brand.

Connection This sort of relationship exists when the brand unwaveringness is appropriated in pyramid from awareness about it to the bond with it.

Mystery undertaking: When a brand utilization is keep covered up by the consumer it is known as mystery issue

Accomplice duty When a brand is utilized with responsibility yet there is constantly a craving to improve its quality with time, this sort of relationship is submitted organization quality.

Love and passion-When the brand can not be supplanted with different brands as a result of dependability and love and consumer has passion for it. Substitute of the brand makes inconvenience

Youth fellowship - When brand helps the consumer to remember distinctive phase of life and give him nostalgic inclination so he can not supplant it with other brand.

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keosha answered 3 months ago

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As consumers, we continually interact and consume brands to satisfy our functional and emotional needs. Applying...

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