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Consumer Brand Relationships

Author

Listed:
  • Noor Hasmini Binti Abd Ghani

    (School of Business Management, Universiti Utara, Kedah, Malaysia,)

  • Mohammad Kashedul Wahab Tuhin

    (School of Business Management, Universiti Utara, Kedah, Malaysia)

Abstract

We have investigated the dynamics of how consumer make relationship with brand (non-human entities) that is consumer brand relationships. This relationship is like the same relationship between two people in the society. Meta-analytic literature review has been conducted to explore different aspect of this relationship dynamics. The investigation reveals that brands work as a relationship partners with consumers. Relationship dimensions, which are considered as ground of relationship types, constructed by authors differs resulting different types consumer brand relationships. However, various authors measure relationship quality based on the same ground relationship strength and feelings using different theories. This research has implications for both academicians and practitioners as they can comprehensively conceptualize the consumer brand relationship, its nature, type and dimensions explored by researchers and their present state.

Suggested Citation

  • Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    • Handle: RePEc:eco:journ3:2016-04-41
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    References listed on IDEAS

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    More about this item

    Keywords

    Consumer Brand Relationship; Relationship Dimensions; Relationship Types;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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