La première rencontre mémorable entre marque et consommateur et son influence sur la relation : exploration par une approche qualitative phénoménologique

Understanding how consumers discover, adopt and develop relationships with brands is of increasing interest in consumer research. A relationship being a series of interactions, key interactions between consumers and brands, especially the first one, because they can generate biases, cast their influence all over the course of the consumer-brand relationship. 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.