Professor: Matthew Thomson, Ivey Business School (Western University, Canada)
Course Objective: To provide exposure and ignite interest in some of the classic and emerging theoretical and substantive areas of consumer-brand relationship research.
Summary: Over the course of four classes, this graduate seminar will introduce students to consumer-brand relationships and explore the history of the domain from the major inception of the field to present day. It will examine the psychological, sociological and marketing bases for such relationships, and will delve into issues such as measurement and nomological validity.
Students are to read and study each article before the start of the class in which that article is to be discussed. The discussion will revolve around such issues as theory, operationalization of concepts, measurement, methodologies, contribution and so on.
Deliverables: Over four sessions, students will be responsible for writing (1) one critique and (2) one short paper (2 pages) that proposes how an assigned paper could be meaningfully extended.
(1) Critique: On a first-come, first-served basis, students will select one research article from Day 3 or Day 4 readings and write a critique of it. I have provided ideas about how to write such a critique below (i.e. “How to Write a Critique”).
Whomever writes the critique for a particular article will also lead the discussion of that article. Discussion leaders do not give a presentation of the assigned readings, nor are they expected to be able to answer the questions by the other students in an expert fashion. The primary role is to lead the discussion, making sure to pull out important insights, theories, ideas, facts etc… The role is to help the class reach a superior understanding of the paper. You do not teach; rather, you create an environment where students teach each other through enlightened discussion.
Due: End of Day 3 (Wednesday). Hardcopies only please.
Formatting: typed, single spaced, 1-inch margins, 12-point font, Times New Roman. No more than 2 pages. Please make sure your name appears prominently somewhere on the critique.
(2) Short Paper: Students will write a paper that extends one of the assigned papers (but not the same paper that the student critiqued) in a meaningful fashion. The paper must:
articulate the focal research question and provide a figure that clearly depicts the conceptual model (i.e. = Figure 1)
explain why answering this research question would be theoretically and managerially interesting