Singh, Jaywant and Crisafulli, Benedetta (2022) Consumer–brand relationship. In, Brands and Consumers: A Research Overview. 1 ed. Routledge, pp. 12-27. (doi:10.4324/9780429449598-2).
Abstract
This chapter focuses on the foundations of the concept of consumer–brand relationships and related advances in marketing research. It reviews scholarly evidence in the domain, focusing on key relationship constructs such as brand trust, commitment, love, engagement and self-brand connection. In practice, brand engagement has been the object of investigations depicting consumers as largely passive players in consumer–brand relationships. Brand love has also been linked to brand engagement. In fact, loyalty is often an outcome of brand trust and commitment, yet loyal behaviour such as repeat purchases may or may not be indicative of high commitment. In contrast to established concepts that capture consumer–brand relationships, such as brand commitment, brand relationship quality, or brand involvement, consumer engagement offers a revised view of relationships that is highly interactive and social. While trust and commitment imply a cognitive assessment of the benefits and risks of building and maintaining a relationship, brand love accounts for the emotional needs underpinning relationship building.
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