Key sources of inspiration involve: (1) relationship inspired consumer behavior theories and constructs such as self identity, brand experience, and brand community; (2) the brand equity framework; (3) other brand relationship types – in particular, brand love theories have inspired research on brand hate and addictions; (4) interpersonal. Consumer brand relationships have received increasing attention during last years, being kaufmann et al. (2016) one of the last contributions to this topic. this paper contributes to the understanding of the complex brand relationships consumers have, by exploring the dynamics between brand love and co creation.
A consumer brand relationship, also known as brand relationship, is the relationship that consumers think, feel, and have with a product or company brand (fournier, 1998; veloutsou, 2007). for more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand. The notion of consumer–brand relationships (cbr) has received significant and escalating attention from researchers and practitioners ().scholars deemed this relationship is hugely contributing to capitalizing the performance of brands, and they have realized the vital role of the cbr for the success of brands (sharma et al., 2020). This article sheds light on the current state of research on consumer brand relationships (cbr) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify cbr research. first, the ‘brand connection matrix’ that classifies brand relationships into functional based (low versus high) and emotional based (low versus high) connections to brands. this. This introduction to the special issue presents the brand relationship wheel (fetscherin, 2020), a new unified model which allows to categorize various brand relationship concepts by their degree of intensity, and use it as a basis to suggest a framework that aims to explain in more detail how branding and brand relationships guide consumers.
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