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Narrative analysis of a marketing relationship: The consumer's perspective
Author(s) -
Stern Barbara B.,
Thompson Craig J.,
Arnould Eric J.
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199805)15:3<195::aid-mar1>3.0.co;2-5
Subject(s) - narrative , perspective (graphical) , psychology , relationship marketing , narrative inquiry , consumer behaviour , marketing , social psychology , advertising , sociology , marketing management , business , linguistics , computer science , philosophy , artificial intelligence
This article uses narrative analysis to study a marketing relationship elicited by means of a phenomenological interview. The focal point is the consumer's perspective, and the single incident of a marketing encounter is treated as a core event in relationship marketing. The narrative is derived by means of a phenomenological interview, which provides an in‐depth account of a relationship that ends in brand switching. The consumer's role is studied by means of narrative analysis, which exposes the consumer's script for the relationship. Marketing implications are discussed in terms of the importance of the single encounter, consumer role enactment in a relationship, and the consumer's desire for relationships based on emotional satisfaction. © 1998 John Wiley & Sons, Inc.