Loving and Hating Brands: Multiple Relationships between Consumers and Brands

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Author(s): Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE) and SOCIUS, Portugal)
Copyright: 2015
Pages: 22
Source title: Handbook of Research on Managing and Influencing Consumer Behavior
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)
DOI: 10.4018/978-1-4666-6547-7.ch018

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.

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Loving and Hating Brands: Multiple Relationships between Consumers and Brands

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