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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Florence Benoît-Moreau: DRM ERMES - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, PhD Program - ESSEC Business School

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Abstract: 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.

Keywords: consumer-brand relationship; phenomenological interviews; Consumer Culture Theory (CCT) (search for similar items in EconPapers)
Date: 2008-05-27
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Published in 37th European Marketing Academy Conference (EMAC), May 2008, Brighton, United Kingdom. pp.8

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00673189

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