The idea that a "relationship" exists between consumers and products is implicitly central to the thinking and practice of brand marketing. Now, both relational (one-on-one) marketing, as they say, replacing transactions (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas is critical. This case presents detailed qualitative data on three women and their relationships with brands. "Hide
by Susan Fournier Source: Harvard Business School 18 pages. Publication Date: June 5, 1997. Prod. #: 597091-PDF-ENG
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