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商品編號： 9-596-093 出版日期： 1996/01/22 作者姓名： Fournier, Susan 商品類別： Marketing 商品規格： 21p 再版日期： 1997/02/13 地域： 產業： 個案年度： -
商品敘述：
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.
涵蓋領域：
Consumer behavior;Consumer marketing;Brands;Customer relationship management
相關資料：
Case Teaching Note, (5-597-073), 24p, by Susan Fournier
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