MODULE-2 CASE

Module-2 Case

Module-2 Case

Introduction

In Susan Fournier's 1998 article, "Consumers and their brands: Developing relationship theory in consumer research," the author posits that customers have relationships with their brands and that brands can be "relationship partners" for customers. This paper will examine Fournier's argument in the light of brand relationships that customers have with KFC and Nido, asserting that Fournier is indeed correct and customers can have relationships with brands.

Fournier (1998, p. 344) maintains that, in order for customers and brands to have a relationship with each other, there must be interdependence between them, an attribute that is enhanced to the extent that "brands are animated, humanized, or somehow personalized." Moreover, brand relationships (like relationships between people) reflect common qualities between the two participants. In her case study of Jean, Fournier points out that Jean's brand portfolio is consistent with her own "life themes" of "marginality/significance," "affiliation/independence," and "stability/change" (1998, p. 350). Taking the analogy even further, Fournier develops a "typology of consumer-brand relationship forms," in which she correlates certain types of human relationships with similar brand relationships (1998, p. 362).

The first brand that I've selected is the KFC and would define its brand effects on the relationship with the customers whereas, another brand is Nestle Nido. The study aims to contribute to the deepening of issues such as the conceptual basis of classification proposed by Fournier (1998). More specifically, the research objective is pursued primarily to confirm the positive and negative effects that the existence of relations "intense" between brands and consumers can have on the acceptance of an extension of that brand. Secondly, explores the impact of the possible relationship between brand and consumers.

KFC (Brand of a Fast food Restaurant)

When you talk about a global brand, you've got to start, but when you bring recognition to a country we have to give importance to the consumer, especially in food that is cultural. Sure, you can have a burger, but still on a hamburger is to give local flavor and taste and variety that enable KFC to maintain its relationship with its customers and a brand loyalty has been created because of the increased satisfaction level of consumers.

KFC begins by setting out some basic conditions have to establish a relationship with the consumer report for the increased value of the brand. First, the relationships require mutual exchange between two actors and interdependent. With this in mind, the brand is not seen ...