Problem:
This question involves thinking about the meaning that brands have for consumers, the roles brands play, and the views customers have of brands developed through marketing and non-marketing influences.
Write a paper addressing the following question:
In her 1998 paper, Susan Fournier argues that customers have relationships with brands.
The solution must:
1. Explain what Fournier means by "having a relationship" with a brand.
2. Using the following brands, explain whether or not you believe that customers have relationships with them.
Brand 1: Safeway Supermarkets
Brand 2: Black and Decker power tools
3. Close the solution by explaining whether, based on Fournier's paper, your own experience and your knowledge of other people, customers have relationships with all brands.
Solution expectations:
-APA Format
-Double Spaced
-Double checked for plagiarism
-Identify any references
Fournier's article can be located here:
https://proquest.umi.com/pqdweb?did=27079519&Fmt=6&clientId=29440&RQT=309&VName=PQD