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In her 1998 paper Susan Fournier argues that customers have relationships with brands. Explain what Fournier means by "having a relationship" with a...

In her 1998 paper Susan Fournier argues that customers have relationships with brands.

1. Explain what Fournier means by "having a relationship" with a brand. (20%)

2. Using two brands chosen from the product categories below, explain whether or not you believe that customers have relationships with those brands. (40%)

3. Expand your thinking and explain whether, based on your own experience and your knowledge of other people, customers have relationships with all brands. (40%)

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