• Phone 617-353-2773
  • Office 663A
  • BOSTON UNIVERSITY
    Questrom School of Business
    Rafik B. Hariri Building
    595 Commonwealth Avenue
    Boston, MA 02215

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Susan Fournier is Professor of Marketing, Questrom Professor in Management, and Senior Associate Dean for Faculty & Research at the Questrom School of Business. Susan is credited with founding the brand relationships sub-field in marketing and claims six best paper awards to her credit, including the Long-Term Contribution Award in Consumer Research and Emerald’s Citations of Excellence Award for the top 50 articles in Management. Susan maintains a portfolio of research that explores the creation and capture of value through branding and brand relationships. Current projects explore the links between brand strategy and shareholder value, brand co-creation and consumer-generated advertising, the management of person-brands, the power and process of brand parodies, metrics for brand strength and brand community health measurement, attachment style effects on brand relationships, relationship dissolution, and the lived experiences of brand flings, abusive marriages, and secret affairs. Susan is also the author of many best-selling Harvard case studies on branding. She is a long-standing member of the Editorial Boards of Journal of Consumer Research, Journal of Marketing, Journal of Relationship Marketing, Journal of Business-to-Business Marketing, and Marketing Theory. She serves as Senior Consulting Editor for Journal of Brand Management and sits on the Senior Advisory Board of the Journal of Product and Brand Management. She is At-Large Director of the Association for Consumer Research. Susan consults with a range of companies to inform her teaching, case development, and research. Prior to joining BU, Susan served on the faculties of Harvard Business School and the Tuck School of Business at Dartmouth. She also held a VP/Director position at Young & Rubicam Advertising and served in market research roles at Polaroid Corporation and Yankelovich Clancy Shulman.

    Education
  • PhD, University of Florida, 1994
  • MS, The Pennsylvania State University, 1983
  • BS, University of Massachusetts at Amherst, 1980
    Publications
  • Brick, D., Fournier, S. (Conditionally Accepted) "How Consumers' Attitudes Toward Brands are Shaped",
  • Paulssen, M., Fournier, S., Brunel, F. (In Press) "Attachment Style and the Strength of Commercial Relationships: A Longitudinal Study", Boston University School of Management Working Paper
  • Bickart, B., Fournier, S., Nisenholtz, M. (2017) "What Trump Understands About Using Social Media to Drive Attention", Harvard Business Review
  • Hsu, L., Fournier, S., Srinivasan, S. (2016) "Brand Architecture Strategy and Firm Value: How Leveraging, Separating and Distancing the Corporate Brand Affects Risk and Returns", Journal of the Academy of Marketing Science, 44 (2), 261-280
  • Fournier, S. (2016) "Lessons Learned about Consumer-Brand Behavior from Hillary and Trump", Forbes
  • Fournier, S. (2016) "Understanding the Pokemon Go! Phenomenon", HBR Facebook Live
  • Fournier, S., Quelch, J., Reitveld, B. (2016) "To Get More Out of Social Media, Think Like an Anthropologist", Harvard Business Review
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S. (2015) "Consumer Psychology in a Social Media World", M. E. Sharpe23-39
  • Fournier, S., Breazeale, M., Avery, J. (2015) "Strong Brands, Strong Relationships", Routledge
  • Fournier, S., Breazeale, M. (2015) "Strong Brands, Strong Relationships", Routledge395-414
  • Wittenbraker, J., Zeithoun, H., Fournier, S. (2015) "Strong Brands, Strong Relationships", Routledge Taylor & Francis360-375
  • Toder-Alon, A., Brunel, F., Fournier, S. (2014) "Word-of-Mouth Rhetorics in Social Media Talk", Journal of Marketing Communications: Special Issue on Word-of-Mouth and Social Media, 20 (1-2), 42-64
  • Fournier, S. (2014) "Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands", GfK Marketing Intelligence Review, 6 (1), 28-33
  • Avery, J., Fournier, S., Wittenbraker, J. (2014) "Unlock the Mysteries of Your Customer Relationships", Harvard Business Review, 92 (July/August), 72-81
  • Avery, J., Fournier, S., Wittenbraker, J. (2014) "Some Customers Want to be Your Friends, Some Don't", Harvard Business Review Blog Network
  • Fournier, S., Bardhi, F., Eckhardt, G. (2014) "Four Myths on How Consumers React to the Share Economy", Wall Street Journal, The Accelerators, 7 (May)
  • Lawrence, B., Fournier, S., Brunel, F. (2013) "When Companies Don't Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising", Journal of Advertising, 42 (4), 292-307
  • Fournier, S., Alvarez, C. (2013) "Relating Badly to Brands", Journal of Consumer Psychology, 23 ( April), 253-264
  • Fournier, S., Giana, E., Fleura , B. (2013) "Learning to Play in the New Share Economy", Harvard Business Review, 91 (July/August), 2701-2703
  • Fournier, S., Bob, R. (2013) " Get More Value out of Social Media Brand Chatter ", Harvard Business Review Blog Network, 6 (December)
  • Fournier, S., Rietveld, B. (2013) "To Understand Big Data, Think Like an Anthropologist", Harvard Business Review Blog Network, 22 (November)
  • Fournier, S., Eckhardt, G. (2013) "Managing a Corporeal Brand", Compro Biz Blog Network, 24 (September)
  • Fournier, S., Heineke, J. (2013) "Learning with the Case Study Method", Boston University (13-002)
  • Srinivasan, S., Fournier, S. (2012) ""Branding and Firm Value" The Handbook of Marketing and Finance", Edward Elgar 155-203
  • Fournier, S., Breazeale, M., Fetscherin, M. (2012) "Consumer-Brand Relationships: Theory and Practice", Routledge: Taylor & Francis Group
  • , Fournier, S., Miller, F., Allen, C. (2012) ""Exploring Relationship Analogues in the Brand Space," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", RoutledgeChapter 2: 33 pages
  • Fournier, S., Alvarez, C. (2012) ""Brand Flings: When Great Brand Relationships are Not Built to Last," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor Francis GroupChapter 4: 39 pages
  • Fournier, S., Avery, J. (2012) ""Fire Your Best Customers: How Smart Companies Destroy Relationships Using CRM," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", RoutledgeChapter 16: 29 pages
  • Fournier, S., Breazeale, M. (2012) ""Where do We Go from Here? Charting Directions for Brand Relationships Research" in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor & Francis Group
  • Fournier, S., Alvarez, C. (2012) "Brands as Relationship Partners: Warmth, Competence and In-Between", Journal of Consumer Psychology, 22 (2), 177-185
  • Fournier, S., Eckhardt, G., Bardhi, F. (2012) "Acquiring Zipcar: Brand Building in the Share Economy", Boston University Case Series 12-004
  • Fournier, S., Michael, B., Fetscherin, M. (2012) "Introduction: The Why, How and So What of Consumers' Relationships with their Brands, in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor & Francis Group
  • Fournier, S., Avery, J. (2011) "Putting the 'Relationship' Back into CRM", Sloan Management Review, 52 (3), 63-72
  • Fournier, S. (2011) ""Managing Brands by Managing Brand Relationships," Perspectives on Brand Management M. Uncles (ed.)", Tilde University Presspg. 225-248
  • Fournier, S., Avery, J. (2011) "The Uninvited Brand", Business Horizons, 54 (3), 193-207
  • Hsu, L., Fournier, S., Srinivasan, S. (2011) "How Do Brand Portfolio Strategies Affect Firm Value?", Marketing Science Institute (11-112)
  • Brunel, F., Lawrence, B., Fournier, S. (2010) "Towards a Contingency Theory of Consumers’ Engagement with CGAS", Advances in Consumer Research, Margaret C. Campbell and Jeff Inman and Rik Pieters (Eds.), 37
  • Fournier, S. (2009) ""Lessons Learned about Consumers' Relationships with their Brands" Handbook of Brand Relationships", N.Y: Society for Consumer PsychologyChapter 1 pg.5-pg.23
  • Fournier, S., Lee, L. (2009) "Getting Brand Commmunities Right", Harvard Business Review, 87 (4), 105-111
  • Fournier, S., Solomon, M., Englis, B. (2008) "When Brands Resonate, in Handbook of Brand and Experience Management, Bernd H. Schmitt and David Rogers (eds.), 35-57.", Edward Elgar Publishing
  • Fournier, S., Fehle, F., Madden, T., Shrider, D. (2008) "Brand Value and Asset Pricing", Quarterly Journal of Finance & Accounting, 47 (1), 59-82
  • Fournier, S., Brunel, F. (2008) "Todos Somos Publicistas (We are all publicists now)", Expansion, 91 (May/June)103-104
  • Madden, T., Fehle, F., Fournier, S. (2006) "Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value through Brands", Journal of the Academy of Marketing Science, 34 (2), 224-235
  • Fournier, S., Sele, K., Schogel, M. (2005) "The Paradoxes of Brand Community "Management"", Thexis: Special Issue on Community Marketing, 3, 16-20, 316-20
  • Aaker, J., Fournier, S., Brasel, A. (2004) "When Good Brands Do Bad", Journal of Consumer Research, 31 (June), 1-16
  • Fournier, S., Mick, D. (1999) "Rediscovering Satisfaction", Journal of Marketing, 63 (4), 5-23
  • Fournier, S. (1998) "Consumers and their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24 (March), 343-373
  • Fournier, S., Dobscha, S., Mick, D. (1998) "Preventing the Premature Death of Relationship Marketing", Harvard Business Review, 76 (1), 42-51
  • Mick, D., Fournier, S. (1998) "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies", Journal of Consumer Research, 25 (September), 123-143
  • Fournier, S., Yao, J. (1997) "Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationships", International Journal of Research in Marketing, 14 (5), 451-472
  • Fournier, S., Richins, M. (1991) "Popular and Theoretical Notions of Materialism", Journal of Social Behavior and Personality, 6 (6), 403-414
  • Fournier, S., Eckhardt, G."Putting the Human Back in Human Brands:Understanding and Managing the Brand's Two Bodies", Journal of Marketing Research
  • Alvarez Martinez, C., Fournier, S."Turning Points: Investigating Change in Brand Relationship Types", Journal of Consumer Research
  • Miller, F., Fournier, S., Allen, C."The Relevance and Resonance of Interpersonal Relationship Analogues in the Consumer-Brand Space", Journal of Consumer Psychology
  • Fournier, S., Wittenbraker, J."A Measurement and Management System for Mapping Brand Relationships", Journal of Marketing
  • Chris, A., Fournier, S., Miller, F."Brands and their Meaning Makers, in Curtis Haugtvedt, Paul Herr, and Frank Kardes (eds.), Handbook of Consumer Psychology", Lawrence Erlbaum Associates
    Research Presentations
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, IVEY Business School, London, Ontario, 2016
  • Fournier, S.Relating to Brands, IVEY Business School, London, Ontario, 2016
  • Fournier, S.Relating for Growth, Harvard Univeristy, Cambridge, MA, 2016
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, Cornell University School of Hotel Administration, Ithaca New York, 2016
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S.It’s OK; they do it out of love: The role of brand attachment in brand-related bragging, Monaco, 2016
  • Sogut, C., Brunel, F., Bickart, B., Fournier, S.The Paradox of Social Television: The Effects of Connectedness and Distraction on Enjoyment, Society for Consumer Psychology, St. Petersburg, Florida, 2016
  • Fournier, S., Trudel, R., Bickart, B.I Do It Out of Love:Role of Brand Attachment Cues in Consumption Bragging, 2015
  • Fournier, S.Relating for Growth, Harvard University, Cambridge MA, 2015
  • Fournier, S.How Consumer Brand Relationships Evolve, Lehigh University, Lehigh PA, 2015
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, University of Illinois Urbana Champaign, Urbana-Champaign, 2015
  • Fournier, S.Close Relationships in Consumer Behavior, Association for Consumer Research, Baltimore MD, 2014
  • Fournier, S.Optimizing Brand Relationships: Playing by the Rules, The Market Research Society, Boca Raton, FL, 2014
  • Meng , M., Fournier, S., Trudel, R.Locked-In to Logging-On: Understanding the Experience and Attenuation of Facebook Addiction, Boston, MA, 2014
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S.Being a Likeable Braggart: Using Brand Mentions for Self-Presentation on Twitter, Boston, MA, 2014
  • Alvarez Martinez, C., Trudel, R., Fournier, S.Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning, Boston MA, 2014
  • Fournier, S.Overcoming Customer Relationship Myopia to Build Stronger Brands, Marketing Science Institute, Charleston, SC, 2014
  • Fournier, S.Contracting with Brands, Univeristy of Massachusetts Amherst Marketing Department, Amherst, MA, 2013
  • Fournier, S.Perspectives on Brands and Branding, Association for Consumer Research, Chicago IL, 2013
  • Trudel, R., Fournier, S., Alvarez, C.Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning, Association for Consumer Research Conference, Chicago Illinios, 2013
  • Fournier, S.Understanding Brand Relationship Development, University of Connecticut, Department of Marketing, Storrs, CT, 2013
    Conference Activities
  • Association for Consumer Research Annual Conference, Association for Consumer Research, Special Sessions Review Committee, Committee Member (2012)
  • BBR Accelerator 2015, Institute for Brands & Brand Relationships, Conference Chair (2014-2015)
  • Society for Consumer Psychology, Society for Consumer Psychology, Program Committee, Committee Member (2014-2015)
  • Brands and Brand Relationships BBR 2014, Conference Chair (2013-2014)
  • Creating and Co-Creating Customer Value, Academy of Marketing Science , Track Co-Chair (2013-2014)
  • Consumer-Brand Relationships CBR 2013, Conference Co-Chair (2012-2013)
  • Consumer Brand Relationships 2012, Simmons College, Conference Co-Chair (2011-2012)
  • Branding: A Research Symposium, I.A.E. and Cerag, Conference Co-Chair (2012-2012)
  • 2nd International Colloquium on Consumer-Brand Relationships, Rollins College, Conference Co-Chair (2010-2011)
  • Association for Consumer Research Program Committee, Association for Consumer Research, Committee Member (1998-2011)
  • ACR Consumer-Brand Behavior Track, Association for Consumer Research, Track Chair (2010-2010)
  • AMA Summer Educator's Conference, Branding and Brand Measurement, American Marketing Association, Track Chair (2009-2010)
  • 1st International Colloquium on Consumer-Brand Relationships, Rollins College, Conference Co-Chair (2009-2010)
  • Capturing and Creating Value through Marketing , BU SMG Feld Career Center, Conference Founder and Chair (2010-2010)
  • ACR Doctoral Symposium Faculty, Association for Consumer Research (2000-2010)
  • ACR Branding Area Editor, Association for Consumer Research Annual Conference (2007-2007)
  • Engaging Communities for the Company and the Brand, BU/Marketing Science Institute, Conference Chair (2007-2007)
  • AMA Doctoral Consortium Faculty, American Marketing Association, Committee Member (1998-2004)
  • ACR Doctoral Symposium, Association for Consumer Research, Conference Chair (2000-2000)
    Awards and Honors
  • 2013, Citations of Excellence Award, Emerald Publishing
  • 2011, Long-term Contribution Award, Association for Consumer Research and Sheth Foundation
  • 2007, Best Article Award, Journal of Consumer Research
  • 2007, Sheth Foundation Best Paper Award, Journal of the Academy of Marketing Science
  • 2001, Best Article Award, Journal of Consumer Research
  • 1999, Harold H. Maynard Award for Most Significant Contribution to Theory and Thought, Journal of Marketing
  • 1998, Honorable Mention Ferber Award, Journal of Consumer Research
  • 1994, MSI Dissertation Award, Marketing Science Institute