Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Cadernos EBAPE.BR |
Texto Completo: | https://periodicos.fgv.br/cadernosebape/article/view/5087 |
Resumo: | In the relationship marketing literature, identity is a vital construct in understanding how commercial relationships are initiated, developed, maintained and dissolved over time. This paper aims the clarification of meaning(s) of the brand-consumer relationship identity, in order to comprehend which relational properties are relevant to partners who intend to engage in relationship. This qualitative study was accomplished through in-depth interviews inspired by the phenomenological method. In the analytical scope, a phenomenological reduction was undertaken to reveal the essence of brand-consumer identity, as well as the interpretation of its meaning. Within brand-consumer interactions the properties identified with the Identity construct were: identification, valence and relevance, brand-sign, convergence of values, and recognition. In conclusion, when relationship identity propitiates the emergence of trust within a special type of social space and identification, for example, it assures the existence of the relationship in a long-term. |
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Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationshipsRevisitando a identidade do relacionamento marca-consumidor: repensando as estruturas nessas relações comerciaisIn the relationship marketing literature, identity is a vital construct in understanding how commercial relationships are initiated, developed, maintained and dissolved over time. This paper aims the clarification of meaning(s) of the brand-consumer relationship identity, in order to comprehend which relational properties are relevant to partners who intend to engage in relationship. This qualitative study was accomplished through in-depth interviews inspired by the phenomenological method. In the analytical scope, a phenomenological reduction was undertaken to reveal the essence of brand-consumer identity, as well as the interpretation of its meaning. Within brand-consumer interactions the properties identified with the Identity construct were: identification, valence and relevance, brand-sign, convergence of values, and recognition. In conclusion, when relationship identity propitiates the emergence of trust within a special type of social space and identification, for example, it assures the existence of the relationship in a long-term.Na literatura de marketing de relacionamento, o construto identidade é vital para compreendermos a(s) maneira(s) pela(s) qual(is) as relações comerciais são iniciadas, desenvolvidas, mantidas e dissolvidas ao longo do tempo. Este artigo visa desvelar o significado da identidade do relacionamento marca-consumidor, com vistas a compreender que propriedades relacionais são consideradas relevantes pelos parceiros que pretenderem se engajar em uma relação dessa natureza. O estudo foi realizado por meio de abordagem qualitativa, inspirada no método fenomenológico, efetuando-se entrevistas em profundidade com gerentes de uma grande rede de fast-food. No plano analítico foi utilizada a redução fenomenológica visando à identificação da essência da identidade desse relacionamento e à interpretação de seus significados. Nas interações marca-consumidor, as propriedades relacionais identificadas com o construto identidade foram: identificação, valência e relevância, marca-signo, convergência de valores e reconhecimento. Em suma, ao proporcionar aos parceiros o emergir da confiança, do espaço social da "casa", da identificação, por exemplo, a identidade do relacionamento assegura a longevidade do mesmo.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2008-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/5087Cadernos EBAPE.BR; Vol. 6 No. 3 (2008); 1 a 19Cadernos EBAPE.BR; Vol. 6 Núm. 3 (2008); 1 a 19Cadernos EBAPE.BR; v. 6 n. 3 (2008); 1 a 191679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporhttps://periodicos.fgv.br/cadernosebape/article/view/5087/3821M., Sérgio C. B. deFonsêca, Francisco Ricardo Bezerrainfo:eu-repo/semantics/openAccess2016-10-10T17:18:37Zoai:ojs.periodicos.fgv.br:article/5087Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T09:59:27.620256Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true |
dc.title.none.fl_str_mv |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships Revisitando a identidade do relacionamento marca-consumidor: repensando as estruturas nessas relações comerciais |
title |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
spellingShingle |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships M., Sérgio C. B. de |
title_short |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
title_full |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
title_fullStr |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
title_full_unstemmed |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
title_sort |
Revisiting brand-consumer Identity: Rethinking the frameworks of these commercial relationships |
author |
M., Sérgio C. B. de |
author_facet |
M., Sérgio C. B. de Fonsêca, Francisco Ricardo Bezerra |
author_role |
author |
author2 |
Fonsêca, Francisco Ricardo Bezerra |
author2_role |
author |
dc.contributor.author.fl_str_mv |
M., Sérgio C. B. de Fonsêca, Francisco Ricardo Bezerra |
description |
In the relationship marketing literature, identity is a vital construct in understanding how commercial relationships are initiated, developed, maintained and dissolved over time. This paper aims the clarification of meaning(s) of the brand-consumer relationship identity, in order to comprehend which relational properties are relevant to partners who intend to engage in relationship. This qualitative study was accomplished through in-depth interviews inspired by the phenomenological method. In the analytical scope, a phenomenological reduction was undertaken to reveal the essence of brand-consumer identity, as well as the interpretation of its meaning. Within brand-consumer interactions the properties identified with the Identity construct were: identification, valence and relevance, brand-sign, convergence of values, and recognition. In conclusion, when relationship identity propitiates the emergence of trust within a special type of social space and identification, for example, it assures the existence of the relationship in a long-term. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/5087 |
url |
https://periodicos.fgv.br/cadernosebape/article/view/5087 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/5087/3821 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
dc.source.none.fl_str_mv |
Cadernos EBAPE.BR; Vol. 6 No. 3 (2008); 1 a 19 Cadernos EBAPE.BR; Vol. 6 Núm. 3 (2008); 1 a 19 Cadernos EBAPE.BR; v. 6 n. 3 (2008); 1 a 19 1679-3951 reponame:Cadernos EBAPE.BR instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Cadernos EBAPE.BR |
collection |
Cadernos EBAPE.BR |
repository.name.fl_str_mv |
Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
cadernosebape@fgv.br||cadernosebape@fgv.br |
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