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Communication Dans Un Congrès Année : 2008

The first memorable encounter between a consumer and a brand and its influence on their relationship: an exploration through a qualitative phenomenological enquiry

Florence Benoît-Moreau
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Résumé

Understanding how consumers discover, adopt and develop relationships with brands is of increasing interest in consumer research (Fournier, 1994, 1998, Fournier & Yao, 1997 ; Kates, 2000 ; Ji, 2002 ; Aaker, Fournier, & Brasel, 2004). A relationship being a series of interactions, key interactions between consumers and brands, especially the first one, because it can generate biases (expectancy confirmation biases and self-fulfilling prophecy biases), cast their influence all over the course of the consumer-brand relationship. In line with Consumer Culture Theory (CCT) principles, this article presents the results of a qualitative phenomenological inquiry exploring configurations of first encounters, defining what a memorable encounter is, its facets, antecedents and consequences on the relationship course.
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Dates et versions

halshs-00673189 , version 1 (23-02-2012)

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  • HAL Id : halshs-00673189 , version 1

Citer

Florence Benoît-Moreau. The first memorable encounter between a consumer and a brand and its influence on their relationship: an exploration through a qualitative phenomenological enquiry. 37th European Marketing Academy Conference (EMAC), May 2008, Brighton, United Kingdom. pp.8. ⟨halshs-00673189⟩
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