Chapter 8 - relationship approach

Question 1

relational approach

Answer 1

= brand is understood as phenomenon, based on other scientific ideals and inspired by phenomenology (closely related to personality approach)
- loyalty often closely linked with sensation of relationship
- concerned with understanding identity projects of consumers

Question 2

assumptions of relationship approach

Answer 2

• grounded on phenomenology
• consumer is pivotal but method represents a paradigm shift –> approach is meaning-based, takes brand research into the domain of consumer, emphasising holistic view of consumer
• meaning found in social interactions with others = idiosyncratic view of meaning creation

Question 3

brand-consumer exchange

Answer 3

= based on ‘dyadic’ brand-consumer relationship, implying an equal exchange between brand and consumer

Question 4

theoretical framework of relational approach

Answer 4

1. animism
2. human relationship theory

Question 5

animism

Answer 5

= humans have tendency to endow objects and even abstract ideas with human personality characteristics (brand is animated, humanized, personalized)

Question 6

human relationship theory

Answer 6

• for a relationship to exist active interchanges between relationships partners are required
• relationships can be described as purposive because they add and structure meaning in people’s lives.
• meaning added includes:
  a. psychological meaning = linked to identity of person (life theme, life projects, current concerns)
  b. sociocultural meaning = linked to life conditions
  c. relational meaning = deals with all relationships part of network

Question 7

brand relationship theory

Answer 7

= role played by brands in life of individual consumer is deeply linked to overall identity and way identity reflects in human relationships

Question 8

categorisations of consumer-brand relationships

Answer 8

• brand-consumer relationships are different from interpersonal relationships (IRs) (table on differences p.23)
• in social psychology, distinction made between exchange relationships (economic factors) and communal relationships (social factors) (table p.24)
• brand love = highly desirable state constituting very strong relationship characterised by repeat and other types of pro-brand behaviour

Question 9

relationship is a process phenomena

Answer 9

• mental accounting: positive mental account might lead to stronger relationship while negative may lead to brand-adverse, negative customer behaviour damaging brand
• brand relation quality (BRQ) construct: focuses on quality, depth and strength of the consumer-brand relationship (6 important factors influencing durability and quality of relationship: love/passion, self-connection, commitment, interdependence, intimacy, brand partner quality)

Question 10

methods and data in relational approach

Answer 10

• depth interviews and life stories (types of question should include: biographical, grand-tour opening/broad opening-up, prompting techniques to express interest of interviewee)
• memory elicitation method: probes earliest memories and defining memories to gain access. to really deep, and even instrumental insight of consumers’ inner qualities
• data analysis: recording and transcription of interviews containing huge amounts of unstructured data

Question 11

relational approach: academically striking and managerially a challenge

Answer 11

• assumptions should serve as guidelines when managing brand
  –> brand perceived as being endowed with personality
  –> brand-consumer exchange is assumed to be dyadic, appropriate metaphors include ‘dialogue’ and ‘friendship’
  –> strong influence of evaluation of brand’s actions through brand personality and norms&values of consumer