Susan Fournier

Susan Fournier is a marketing scholar who developed a theory called "relationship brand management." She studied how consumers build strong, meaningful relationships with brands similar to personal relationships, emphasizing that these bonds influence loyalty and preferences. Her work highlights the importance of understanding customer emotions, experiences, and perceptions to foster deeper connections with brands, leading to more effective marketing strategies. Fournier’s insights have significantly shaped how companies approach branding and customer engagement, emphasizing mutual commitment and trust over purely transactional interactions.