An Exploration of Men's Consumer-Brand Relationships

Fournier (1998) provides a typology of consumer-brand relationships based on a study of three women. However, it is unclear whether Fournier’s results are relevant to a segment of growing interest to marketers – heterosexual male shoppers. The current research investigates the relevance of this typology to male consumers and their brand relationships with fashion and grooming products. The findings suggest three of Fournier’s relationship forms are applicable including “secret affair,” “committed partnerships,” and “flings.” Two new relationship forms, defined as “cheap date” and “coach/mentor” also emerge as salient. This research offers theoretical insights into the typology and provides managerial implications.


Stacy Neier and Linda Tuncay (2007) ,"An Exploration of Men's Consumer-Brand Relationships", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 292-292.


Stacy Neier, Loyola University Chicago, USA
Linda Tuncay, Loyola University Chicago, USA


E - European Advances in Consumer Research Volume 8 | 2007

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