Individual Assignment: Qualitative Article Review
(Submit Only ONE Page in Total)
Student Name: Aaron Rodriguez Student CIN: 304949598
Class:MKT4460 - Fall20018
Article: Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Research questions: What is the brand usage history and what are the details of that history?
Methodology used: Constant comparative method using axial selective coding procedures looking for the range of types in the relationship category, the processes by which relationships developed over time, the conditions under which relational phenomena were pronounced or minimized, and the major consequences of relationship engagement, especially those concerning other noteworthy brand phenomena
Findings: For each woman interviewed, the author was able to identify an interconnected web of brands that contributed to the enactment, exploration, or resolution of centrally held identity issues. Thus, relationships were seen to cohere at a portfolio level where brands were marshaled across category boundaries for their meaning-provision purposes
Theoretical and Managerial Implications: The background and history of an individual can determine how people feel about certain brands. Those who have similar backgrounds and histories may have an interconnected community and similar preferences to products across category boundaries.
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