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Essay / Research Paper Abstract
This 4 page paper examines the consumer's relationships with brands. This paper argues that consumers do in fact have relationships with brands. Brand marketing is discussed. Bibliography lists 4 sources.
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4 pages (~225 words per page)
File: RG13_SA928gas.rtf
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Unformatted sample text from the term paper:
active relationship partner and she provides data to demonstrate that people indeed do form relationships with brands (Fournier, 1998). The quality of the brand relationship is important as
brand loyalty will dictate behavior (Fournier, 1998). Indeed, many people flock to McDonalds when they are in an unfamiliar city because they know the brand. They know what they are
going to get. Stephen King once equated his novels with a Big Mac, suggesting that his work may not be the best, but the people know what there are getting.
There is a consistency in terms of brand and people do not like surprises when they are making purchases. Yet, developing a relationship is more than just mere marketing technique.
There is an actual relationship that develops between the brand and the customer and it is a relationship hard to shake. Fournier (1998) is right in her argument. Customers
do have relationships with brands. Fournier (1998) discuses brand personality in addition to brand loyalty. Yet, while branding is important, the question of whether or not people have real
relationships with brands is unclear. Do people really have relationships with brands or are they merely familiar with them? Familiarity is not the same thing as a relationship so to
speak. There are others who argue that people do not have such relationships as Fournier suggests. There are always arguments on the other side of the fence. Still, there are
many theorists who agree with Fournier. For example, Vargo (2004) writes about the fact that even when a good is marketed, the marketing is based on developing a relationship and
that often is related to service. An example is Verizon Wireless. Verizon Wireless is a brand with which many are familiar. The "can you hear me now" phrase is a
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