A Journey from Consumer-Brand Relationship to Brand Love: A ... 8.pdf · A Journey from Consumer-Brand Relationship to Brand Love: A Bibliometric Study Mandakini Paruthi & Harsandaldeep

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Volume 1 Issue 2 2016

Amity Journal of Marketing

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Amity Journal of Marketing1(2), (103–124)

©2016 ADMAA

A Journey from Consumer-Brand Relationship to Brand Love: A Bibliometric Study

Mandakini Paruthi & Harsandaldeep KaurGuru Nanak Dev University, Amritsar, Punjab, India

(Received: 26/04/2016; Accepted: 16/03/2017)

Abstract

The study examines how academic research on Consumer-Brand Relationship and Brand Love has evolved in last decade using content analysis of articles. A total number of 83 arbitrarily chosen articles from referred journals were consistently analyzed. The study provides a synthesis of the extant Consumer-Brand Relationship and Brand Love literature to further enhance the apprehension of these concepts and also puts forth future priorities for Consumer-Brand Relationship and Brand Love research. Our research resulted in 83 articles by 195 authors in 31 journals, with a total number of 17731 citations (till October 2016). The field is novel and unexploited especially in reference to South Asian Countries of the world. We found that consensus is lacking on brand love definition; research methods employed are mostly empirical quantitative studies; the relationship between Consumer-Brand Relationship and Brand Love is not ascertained; comprehensive apprehension, testing, and applicability of Brand Love model across different cultures is lacking. The article is singular in using Bibliometric study by means of content analysis to identify, analyze and visualize key articles about Consumer-Brand Relationship and Brand Love. The finding of this study provides a rich contribution towards CBR and Brand Love research areas, its nature and also enriches the understanding of researcher scholars. The results demonstrate the impact of selected 83 key articles, journals in the research field.

Keywords: Brand Love, Consumer-Brand Relationship, Content Analysis, Interdisciplinary, South Asian Countries

JEL Classification: M310

Paper Classification: Research Paper

IntroductionThe emergence of relationship marketing has shifted the focus of marketing discipline from

short-term discrete transactions to that of developing, maintaining and nurturing a long lasting relationship with consumers (Dwyer, Schurr and Oh, 1987; Morgan and Hunt 1994; Berry, 1995; Agustin & Singh, 2005). The transactions between buyers-sellers are now examined as a continuous relationship rather than discrete one. It is widely accepted that customer relationship is one of the most important asset of business (Srivastava et al., 1998; Gupta and Lehmann, 2003;

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Ryals, 2005). As a result of the general focus on the relationship in marketing, relationships have become very popular in branding literature (Patterson and Malley, 2006). Fournier (1998) was the ground breaker of the concept of relationship marketing in a consumer setting.

Fournier (1998) explored the personal component of the relationship between brand and its customers and also proposed a framework for characterizing and better understanding the types of relationships consumers’ form with the brand. The framework starts with the thought that brands need to be high-lighted in the way in which brands are animated, humanized, or personalized. Consumers consider all the information that marketers display about their brands. The consumers start thinking about brands as if they are humans and begin forming a relationship with brands (Plummer, 1985, Aggarwal, 2004 and Sandra, 2013).

The researchers reveal that consumers’ acceptance of advertisers’ attempt to humanize brands and their tendencies to animate products of their own accord evokes that brands are considered as vital, active and contributing members of the dyadic relationship that exists between the consumers and their brands (Fournier, 1998; Veloutsou and Moutinho, 2009).

Fournier (1998) inducted six-faceted brand relationship quality construct circumventing: love & passion, self-connection, interdependence, commitment, intimacy and brand partner quality as its facets. As pointed out by Whang et al. (2004) the facets proposed by brand relationship quality construct correlate to the three components (Intimacy, Passion, and Commitment) of interpersonal love as proposed by Sternberg (1986) in his triangular theory of love.

Past research suggests that love, affection for a brand is a significant component to preserve long-lasting relation with its consumer base. Carroll and Ahuvia (2006) conceptualized brand love as “a novel construct that evaluates satisfied consumers’ feelings of love for a given brand” and it is also being viewed as a variable of unpredictable nature. While Lastovicka and Sirianni (2011) unveiled that brand love represents a love for more freely replaceable objects and abstractions within a brand designation. Batra, Ahuvia and Bagozzi (2012) identified the consumer-brand relationship, with its interrelated cognitive, affective, and behavioral elements as brand love. So, researchers conclude brand love as a relationship rather than a single transient emotion and use “brand love” to refer to the consumer-brand relationship.

The majority of articles on CBR and Brand love have been published in the last decade only. So, the concepts of CBR and Brand love are novel in the field of marketing. Despite the immense popularity of these concepts among researchers and academicians, scholarly research in this area has been done in bits and pieces; therefore, a systematic literature review is needed that could decide the present state of CBR research. This calls for a review to demonstrate a research roadmap of CBR and the comprehensive reference list to progress in this research area. In response to this, the present study aims to review and critically analyze CBR research in the current literature. The purpose of this study is to provide an understanding on the current stand of CBR research on a single platform by providing a proper classification of literature along with a comprehensive list of reference papers that will be of a great use to the researchers and academicians.

The rest of the paper has been structured as follows: it starts with a description of review methodology and assortment schemes adopted in this study to classify the literature followed by the discussion section. Finally, the last section offers research implications, limitations of the study, scope for future research, and conclusion.

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Review Methodology

Selection of Research Papers Research papers were culled from six online databases namely Emerald, JSTOR, Sage

Publications, Science Direct, Springer Link and Taylor & Francis. The intent of the analysis was to captivate the variety of research being carried out in the fields of consumer brand relationships and in brand love. Accordingly, many esteemed and good journals listed in these databases are included in the research. Any term of ‘Consumer-Brand Relationship’ and ‘brand love’ word were used as a keyword search. This exercise unveiled more than 42,000 research papers available in 6 databases. Then, a keyword search was deliberately done confined to the exact phrases, “consumer brand relationships” and “brand love”. This hunt brought out 7500 articles (as of October 2016). Only refereed journals were admitted to insure quality. With this added restriction, the number was further cut down. Precedes, editorials, critical reviews of the books or articles from any magazines or from any other source were not included in this set of papers. Thus, this whole task resulted in 83 useful articles which comprised 11, 20, 14, 10, 21, 07 articles from databases of Taylor & Francis, Emerald, Springer Link, JSTOR, Science Direct and Sage Publications respectively. Entire reference list of 83 research papers selected for scrutiny purpose is in the Appendix section.

Review ProcessEleven fundamental dimensions pertaining to the consumer-brand relationship and brand

love conceptualisations and research methodology issues were delineated. All the research papers or articles were then sorted on the basis of these key dimensions. The academicians, who have experience in the field of relationship marketing, act as referees for classifying the articles.

Analysis ModelThe articles were examined on the basis of chosen eleven fundamental dimensions. They were

then assorted into a model which comprises four distinguishable groups.

Table 1: Literature Review Assortment Model

Grouping Content Embraced Rationale

1. Descriptive Features of consumer-brand relationship and Brand Love Literature

Time Distribution of PublicationsJournal NamesProduct Categories EmbracedNature of the ArticlesAreas of Research

Delineate the characteristics of the articles

2. Definitional Issues Approaches to definitionsConceptual Casting of consumer-brand relationship, Brand Love and the relationshipConstructs of consumer brand relationship & Brand Love

Explore the consistency or variation in the Consumer-Brand Relationship and Brand Love definitions and concepts

3. Theoretical Concerns Seminal SourcesPurpose of Theory

Define the originative theories of Consumer-Brand Relationship and Brand Love

4. Research Methodological Issues Research Methods Determine the research methods that are used by researchers so as to explore CBR and Brand Love

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As depicted in Table 1, the analysis model is integrated in such a way that it enables the comprehensive theoretical and research technique analysis of the unexploited area. Particularly, group 1 examines the pattern in the literature. Group 2 sorts the area covered by both constructs from different perspectives. Group 3 deals with theoretical issues. Lastly, Group 4 canvasses issues related to research methodology. All the points covered by 11 different dimensions were found to be sufficient to establish a thorough understanding of the concept. All the dimensions of the analysis model were laid out in such a way so as to find the clear view from informational origins to delineation issues, and then from theoretical concerns to research strategies used.

Results

Descriptive Features of Consumer-Brand Relationship and Brand Love Literature (group 1)

Time allotment of publications of research papers. A detailed analysis of the time span during which the chosen 83 articles got published reveals that the entire set ranges from October 1997 to October 2016 (a time span of 19 years). The systematic review of the literature reveals that majority of the articles, that is 81, were published after 2000 and the remaining two articles were before 2000 which signifies the research interest in this area in the last decade.

Journal names. A total of 83 articles were analyzed to find out the name of the journals. This activity also revealed the number of research papers published in each journal. Articles related to Consumer-Brand Relationship and Brand Love were found to be published in 31 journals with a maximum number of 11 articles from Journal of Product & Brand Management, 9 from Journal of Business Research, and 7 from Journal of Consumer Research.

Product categories embraced. Anecdotally, the Consumer-Brand Relationship and Brand Love literature concentrated its research for utilitarian and hedonic products. Closer examination of the articles discloses that the majority of them deal with the selling of merchandises in consumer markets.

Nature of the articles. When the articles were observed for the nature of study it was found that majority of the articles that is 44 are on consumer-brand relationships incorporating its evolution, dimensions and on its dissolution and 24 studies are on maintaining and enhancing consumer or brand relationships. There are just 15 studies on brand love construct, its models and on its antecedents and outcomes.

Areas of research. Analysis revealed that the majority of studies on Consumer-brand Relationship and on Brand Love have been carried out in different countries of the world that is in US, UK, China, Portugal, Australia and many more. But, till date only four studies have been carried out in India that are two on Consumer-brand Relationship (Sahay, Sharma, 2010; Sahay, Sharma, and Mehta, 2012) and two on brand love (Sarkar 2014; Sarkar and Sreejesh 2014).

Definitional Issues (Group 2)

Approaches to definitions. There seems to be little consent on the brand love definition. As far as Consumer Brand Relationship definition is concerned there exists full consensus. Fournier (1998) was the trailblazer who circumscribes Consumer Brand Relationship framework. The detailed analysis of the articles reveals that the half of the articles (i.e.50 percent of the total) defines Consumer Brand Relationship construct, 16 percent of articles defines brand love construct

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and remaining 34 percent of articles defines either brand relationships or consumer relationships.

Conceptual casting of consumer brand relationship, brand love and the relationship.

Authors develop a conceptual framework for assorting Consumer Brand Relationship and Brand love constructs. This consisted of five categories: consumer brand relationship as an Individual excogitation (including instances in which consumer brand relationship was described as a sole construct); consumer brand relationship as a multidimensional concept (includes instances in which consumer brand relationship dimensions were discussed); consumer brand relationship as a system (series of related process); Brand Love as an Idiosyncratic Construct (Brand Love described as an individual novel concept) and other (a deeper level of analysis that addressed psychological, sociological concepts related to consumer brand relationship or Brand Love). Table 2 provides the result of the classifications. This exhibits that major chunk (35 percent) of the articles conceptualises consumer brand relationship as an Individual Excogitation while 20 percent views brand love as an idiosyncratic construct. A small proportion (6 percent) and (10 percent) visualises consumer brand relationship as a multidimensional concept and as a system.

Table 2: Conceptual Casting of Consumer Brand Relationship and Brand Love

Conceptual Scheme Count

Consumer Brand Relationship as an Individual Excogitation 29

Consumer Brand Relationship as a Multidimensional Concept 5

Consumer Brand Relationship as a System 8

Brand Love as an Idiosyncratic Construct 17

Other 24

Total 83

Constructs of consumer brand relationship & Brand Love. A suitable procedure to present the Consumer Brand Relationship and Brand Love concepts is to logically gang them into “concepts”. There exists no agreement on common set of constructs for consumer brand relationship. Fournier (1998) has used Brand Relationship Quality construct so as to conceptualise consumer brand relationships while some authors employed multiple collection of precisely defined constructs (e.g. Albert et al. (2013) defined 6 constructs and Belaid & Behli (2011) defined 5 constructs). We decided to consolidate the constructs proposed by various researchers. The final outcome was a set of 6 constructs: “Brand Loyalty” (deals with consumers act of a promise for brand), “Brand Relationship Quality” (explicates the holistic character of consumer brand relationship), “Brand Commitment” (dealing with the strong connection that exists between brand and consumer), “Brand Trust” (focusing on enhancing the affective bond of attachment), “Satisfaction” (capturing affective and cognitive responses), “Brand Personality” (covering aspects regarding the personification of the brands), “Brand Tribalism”(focus on the trend of joining brand communities), “Brand Passion” (focuses on the intense positive feeling towards a brand) and “Self-Concept Connection” (covers aspects of consumer’s self, identity, values and goals being

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expressed by brands) (Fournier, 1998; Hwang and Kandampully, 2012). Table 3 demonstrates the assortment of research papers in regard to six constructs.

Table 3: Constructs of Consumer Brand Relationship and Brand Love

Construct Count

Brand Loyalty 15

Brand Relationship Quality 22

Brand Commitment 11

Brand Trust 11

Satisfaction 8

Brand Personality 20

Brand Tribalism 1

Brand Passion 3

Self-Concept Connection 4

Others 37

Total 132

While 83 articles were reviewed, some articles involved more than one construct and were, therefore placed in multiple categories.

Theoretical Concerns (Group 3)Seminal Sources: We found various definitions of the concept “brand” in the literature. One of the

popular definitions was proposed by American Marketing Association and it states that brand is “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”(AMA,http://www.chicagoama.org/behind-branding-scenes/2011). However Aaker (1997) associates the set of human characters to the brand and coined the term as “Brand Personality”. Fournier (1998) was the pioneer of the consumer’s relationship theory related with the brands (Sandra, 2013). Earlier authors used interpersonal and psychology theories as base so as to conceptualise both the constructs. The list of germinal sources of Interpersonal Theories, consumer brand relationship and Brand Love are listed in Table 4.

Table 4: Germinal Sources

Seminal Sources Theories

Interpersonal & Psychology Theories Lee(1977)

Bowlby (1979)

Sternberg (1986)

Belk (1988)

Shimp and Madden (1988)

Ahuvia (1993)

Ahuvia (2005a)

Consumer Brand Relationship and Brand Love Fournier and Yao (1997)

Fournier (1998)

Whang et.al.(2004)

Thomson et.al.(2005)

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Carroll and Ahuvia (2006)

Albert et al. (2008)

Purpose of theory-related activities. The detailed analysis on theoretical activities provides deeper insight on Consumer Brand Relationship and Brand love theories. The analysis has most activities focused on discovery of the concept and on its conceptualisation. While on the other hand, an ageing field would focus on the foundation of concept, on its dimensions and on theory extension. In this study, the articles were analysed to find out the type of actions involved. Thus, analysis framework purported five types of activities. The results of the analysis are summarised in Table 5.

Table 5: Purpose of Theory-Related Activities

Research Strategy Count

Discovery 16

Conceptualization 11

Foundation 09

Dimensions 09

Theory Extension 27

Not Applicable 11

Total 83

Research Methodological Issues (Group 4)Research Methods. The articles were canvassed deeply so as to find out the classification

framework with respect to research methods employed by the authors in their research. The analysis broadly divides the articles into two categories: empirical studies and conceptual papers. Empirical studies are further categorised as quantitative and qualitative studies. Results of the classification of articles as per research methods are depicted in Table 6.

Table 6: Research Methods Employed

Research Strategy Count

Empirical Studies 75

Quantitative Studies 66

Qualitative Studies 9

Conceptual Papers 8

Total 83

As lucid from the Table 6, most of the articles were sorted as quantitative studies or qualitative studies (79, 11 percent respectively). Only 10 percent of articles were classified as conceptual papers.

DiscussionOn the basis of findings, number of issues, such as conceptualising brand love concept,

scrutinising the voyage from Consumer Brand Relationship to Brand Love can be addressed adeptly. These issues are discussed with respect to four groups and 11 dimensions of the analysis model.

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Descriptive Features of Consumer Brand Relationship and Brand Love Literature (Group 1)

The paucity of articles in 20th Century, followed by accelerated growth of articles in 21st Century, shows that the area is untapped and novel. In terms of journals, 31 different journals ranging from esteemed Journals of Marketing to Journals of Psychology are also circumscribed. This indicates that consumer brand relationship and brand love are of interest to researchers who hail from different domains of research. As far as American Marketing Association Journals are concerned only two journals named Journal of Marketing and Journal of Public Policy and Marketing ingresses in this unexploited area. The combined results of years of publication and journal names taken together reveal that both the constructs are interdisciplinary in nature. Though researchers have tried to embrace utilitarian and hedonic product categories but hedonic product categories have not been explored thoroughly.

Definitional Issues (Group 2)Approaches to definitions. There exists full consensus on Consumer Brand Relationship

definition as all the researchers’ corroborate on its frame work that circumscribes: Love/Passion, Self-Connection, Partner Quality, Commitment, Interdependence and Intimacy as its facets (Fournier, 1998). But on the other hand definitional consensus for the brand love construct does not seem to exist. As Whang et al., (2004) delineates that when target object of love get substituted with brand, love becomes bi-directional. While Carroll and Ahuvia (2006) define brand love as the degree of passionate emotional attachment a satisfied consumer has for particular brand. Eleven key dimensions of brand love were identified by Albert et al., (2008) and Batra et al., (2012)) used the term brand love to denote consumer brand relationship. This suggests that brand love is still in the developmental stage.

Conceptual casting of consumer brand relationship, brand love and the relationship. The review reveals that most of the researchers describe Consumer Brand Relationship as an Individual Excogitation, more specifically, as a single concept. CBR has been linked to relationship marketing domain. The second most popular conceptualization for brand love is “as an idiosyncratic construct”. Another significant finding is that very few research papers have concentrated on psychology and human behaviour issues such as the role of consumer personality traits in developing consumer brand relationships.

Constructs of consumer brand relationship & brand love. Brand Tribalism, Self-Concept, and Brand Passion concepts have been the subject of very few studies and these subjects have not been investigated in depth. The more emphasis is on the brand relationship quality, a diagnostic tool for conceptualising and evaluating relationship strength, and on two relevant domains-Brand Loyalty and Brand Personality (Fournier, 1998). The analysis highlights that basic domains are being researched repeatedly but psychological, social aspects in relation to Consumer Brand Relationship and Brand Love still lies in dormant stage.

The relation of Consumer Brand Relationship construct with key constructs is as follows:-

Consumer brand relationship and brand personality: Aaker (1997) contributed the most often cited work on anthropomorphization of brands that alleviate Consumer brand relationships. Aaker (1997) delineated brand personality as “the set of human characteristics associated with a brand”. Fournier (1998) also corroborated the anthropomorphization of the brand. The author was of the view that for the brand to serve as legitimate relationship partner, it must surpass

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the personification qualification and actually behave as an active, contributing member of the relationship dyad. Even Patterson and O’ Malley (2006) elicited that if brands have personalities we treat them as people; if they are people we can have relationships with them.

Consumer brand relationship and brand loyalty. Fournier (1998) in her seminal work suggested that an alternate to brand loyalty construct is Consumer Brand Relationship. She discoursed that both the constructs attempts to study the association formed between the consumer and the brand. Fournier and Yao (1997) again contributed the most often cited work on Brand Loyalty and Consumer-Brand Relationships; juxtaposed the centrality of brand loyalty in marketing practice. The authors arrogated loyalty as the consequence of a decided choice process among competing brands. Their results showed that brand loyalties come between consumers and their brands.

Theoretical Concerns (Group 3)Seminal sources. The analysis of seminal sources divulges that research in Consumer Brand

Relationship area started in late 1990’s while research in Brand Love started after 2005. From this analysis it can be elicited that both the areas are novel and yet to be exploited.

Purpose of theory-related activities. The strong emphasis has been laid on discovery and theory extension types. This depicts that till date theoretical development spree is still going on. There appears a lack of accentuation on conceptualisation, foundation and dimensions. It prevents the development of the proper framework of the constructs. Researchers should address other classes also.

Research Methodological Issues (Group 4)Research methods. There occurred a biased dispersion pattern of research methods. This

took place because of less number of conceptual papers. The main target was only on empirical quantitative studies and even mixed methods were meagre in number. So researchers should focus more on left out fields.

Contribution of the Study The present systematic review of consumer brand relationship literature made a significant

contribution to relationship marketing discipline and proves to be of great use to researchers.

In order to understand the different aspects of CBR and brand love, the study reviews a wide range of literature spanning from 1997 to 2016. The study suggests examining CBR through different theoretical perspectives such as brand personalization, brand culture, consumer brand engagement and social media interaction theories (Arnould and Thompson, 2005; Hudson et al., 2016; Park and Kim 2014).

Through a systematic literature review of consumer brand relationship and brand love literature, we found that consumer brand relationship is a multidimensional construct and is quite complex in nature. So, the study identifies new constructs and concepts (such as brand tribalism, brand engagement, brand evangelism or brand anthropomorphization among others) to assess their interplay and relation in further exploring the character of consumer brand relationship.

Identifying the Antecedents and Consequences of consumer brand relationship After an in-depth analysis of 83 articles, we identified various constructs that have been

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either proposed as antecedents and /or consequences of consumer brand relationship by other authors. Some constructs such as brand reputation, brand communities, self-concept, self-esteem, brand anthropomorphization, brand engagement via social media etc. have been proposed as antecedents (Veloutsou and Moutinho 2009; Hwang and Kandampully 2012; Sen et al., 2015; Hudson et al., 2016). While many studies found positive word of mouth, willingness to pay more, brand commitment, brand trust, brand love (Park and Kim 2014; Kang, Tang and Fiore 2014; Albert and Merunka 2013) as its potential consequences. It was observed that some constructs were posited as antecedents as well as consequences of CBR. So, it can be inferred that those latent factors can form a feedback loop and eventually influence consumer brand relationship construct. These insights validate future research investigations in this area.

Research Implications of the StudyThe main purpose of this comprehensive literature review was to identify and analyse key

articles in the field of consumer brand relationships. The present study has numerous implications for researchers and contributes to the literature in many ways. First, this paper will serve as a useful tool for researchers and academicians to examine the present state of academic research in this area. Second, the segregation of the growing number of CBR and Brand love studies provides an in-depth understanding of the studied research domain. Third, this study identifies the gaps and differences in the existing literature and calls for future research investigations. The implication of this review for marketing managers is to recognize that their companies can gain a competitive advantage by understanding what builds, fosters and effects consumer brand relationships. In present scenario, a deep understanding of how consumer brand relationships influence consumer responses is needed. Being a review paper, the study is exploratory in nature and provides additional insights for understanding Consumer Brand Relationship, Brand Love constructs and their relationship. The systematic and elaborated description of all 83 key articles renders additional insight into the conceptualisation of the Consumer Brand Relationship and Brand Love field. The review study allows us to compactly delineate CBR and Brand Love concepts. This study endeavoured to bring Consumer Brand Relationship and Brand Love together under one roof. Through this paper, we have analysed that CBR and Brand love are two sides of one coin only. Love for the brand comes out from consumer brand relationship only. But till date research on this burning topic is scant especially in the context emerging Asian economies of the world. Both the academics and practitioners lag behind as far as study of Consumer Brand Relationship and Brand Love research streams are concerned.

This study from academic view point attempted to address this lacuna found in literature. This review paper will serve as a base for further empirical and conceptual studies on Consumer Brand Relationship and Brand Love research stream in the context of emerging Asian economies of the world. While analysing the articles on CBR and Brand Love it was found that maximum research has being carried out in developed countries of the world. While moving from Interpersonal & Psychology theories in 1970’s to theories associated with CBR and Brand Love maximum were conducted in developed economies. Till date, only two studies on consumer brand relationship have been carried out in India. Nevertheless, research focus is increasing in developing economies but at a very slow rate. The research is very limited in case of emerging developing economies like India. Though from last decade, India is on journey of economic reforms and has egressed as world’s fastest growing economy. This development has lured all the big MNC’s, Global Brands of the world to such an extent that now almost all the brands are ubiquitous in India. With the rise in standard of living of people and the presence of global brands in the market, have made Indian consumers quite brand conscious.

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The study lures the fellow researchers to analyse whether consumer brand relationships postulated in the literature and found in developed countries of the world exists in emerging economies of the world i.e. in India. It would be interesting to know whether Consumer Brand Relationship or Brand Love models proposed and tested by researchers in western countries of the world will be applicable in developing economies or not. As India has a collectivist culture so children live with their parents and influence of family, peer group on consumer decision making is more while western nations of the world has individualistic culture. There in individualistic culture people enjoy their independent life and freedom in decision making. Here, comes cross culture differences. So we urge fellow researchers should purport a brand love conceptual model in Indian Context and tests its applicability in collectivist culture and also examine impact of brand love on sales, profits, growth of the companies.

Limitations and Future Research DirectionsAs this study being a Bibliometric study only concentrates on the review of the literature,

so it suffers from many limitations. First, the articles selected for review process were subject to the accessibility of the databases available. Secondly, there is a chance that relevant literature has not been examined in this review paper as data set chosen is wide in nature but not exhaustive. Thirdly, the present study has only considered those articles that have been published in English language only; so the studies written in other languages got skipped.

On the basis of these limitations, the following areas for future research has been identified First, as the main focus of the study is on the literature review so it identifies the key databases, journals, articles and authors in the research fields of consumer-brand relationships and brand love and perform the content analysis. Future study may extend this study by conceptualising and testing Consumer Brand Relationship and Brand Love models in Indian context. Second, there is a need to conduct more empirical and conceptual studies related to consumer brand relationship, brand love especially in the context of emerging Asian economies of the world. Third, studies that examine the role played by culture in formation of consumer brand relationship are also needed (Trudeau H. and Shobeiri 2016). Fourth, development of generalised multidimensional scale of brand love is needed. Fifth, the interdisciplinary nature of the brand love and consumer brand relationship construct needs to be explored. Sixth, the nature of consumer brand relationship needs to be examined across different product categories (Fetscherin et al., 2014). Seventh, the role played by brand communities based on social media in fostering consumer brand relationship needs to be investigated.

ConclusionIn current globalized and competitive business environment, managers need to devise new

strategies to retain their customers. They should focus on asserting and enhancing relationships consumers form with their brands. We notice that still there is need to further explore and comprehend this unexploited area. One way of accomplishing this is through exploitation and betterment of the analysis model. This can be achieved by inculcating new fields of study, more analytical aspects and practitioners’ reports on CBR and Brand Love. Another possibility is further inquiry into CBR and Brand Love in the form of Meta-Analysis. Lastly, future researchers can use different databases and choose different soft wares to increase the understanding of the CBR and Brand Love constructs. These inquiries will enhance the knowledge about CBR and brand love concepts in the context of emerging economies. At last, the study concludes that CBR field has attracted the attention of many researcher scholars particularly in the last ten years. This study expects that good amount of research will be conducted in this area in near future.

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Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.

Fernandes, T. M., & Proença, J. F. (2008). The blind spot of relationships in consumer markets: the consumer proneness to engage in relationships. Journal of Marketing Management, 24(1-2), 153-168.

Fetscherin, M., Boulanger, M., Gonçalves Filho, C., & Quiroga Souki, G. (2014). The effect of product category on consumer brand relationships. Journal of Product & Brand Management, 23(2), 78-89.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.

Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472.

Ji, M. F. (2008). Child-brand relations: a conceptual framework. Journal of Marketing Management, 24(5-6), 603-619.

Gupta, S., & Lehmann, D. R. (2003). Customers as assets. Journal of Interactive Marketing, 17(1), 9-24.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.

Hess, J., & Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313-322.

Huang, J., & Xiong, W. (2010). The effect of win-back investment on lost consumers’ intention of reinitiating relationship. Frontiers of Business Research in China, 4(3), 485-497.

Huber, F., Vollhardt, K., Matthes, I., & Vogel, J. (2010). Brand misconduct: Consequences on consumer–brand relationships. Journal of Business Research, 63(11), 1113-1120.

Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product & Brand Management, 21(2), 98-108.

Jevons, C., Gabbott, M., & de Chernatony, L. (2005). Customer and brand manager perspectives on brand relationships: a conceptual framework. Journal of Product & Brand Management, 14(5), 300-309.

Jiaxun, H. E. (2008). Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence. Frontiers of Business Research in China, 2(4), 518-552.

Jiaxun, H. E., & Taihong, L. U. (2009). Consumer-brand relationship in the context of Chinese culture: A theoretical construct and empirical study. Frontiers of Business Research in China, 3(4), 493-513.

Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.

Kessous, A., & Roux, E. (2010). Brands Considered as “Nostalgic”: Consequences on Attitudes and Consumer-brand Relationships. Recherche et Applications en Marketing (English Edition), 25(3), 29-55.

Kim, K., Park, J., & Kim, J. (2014). Consumer–brand relationship quality: When and how it helps brand extensions. Journal of Business Research, 67(4), 591-597.

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Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529-537.

Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.

Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, madly, deeply: Consumers in the throes of material possession love. Journal of Consumer Research, 38(2), 323-342.

Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.

Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.

Long-Tolbert, S. J., & Gammoh, B. S. (2012). In good and bad times: the interpersonal nature of brand love in service relationships. Journal of Services Marketing, 26(6), 391-402.

Loureiro, S. (2012). Love and Loyalty in Car Brands: Segmentation Using Finite Mixture Partial Least Squares. In Challenges at the Interface of Data Analysis, Computer Science, and Optimization (pp. 503-510). Springer Berlin Heidelberg.

Mattila, A. S. (2001). The impact of relationship type on customer loyalty in a context of service failures. Journal of Service Research, 4(2), 91-101.

Martín Gutiérrez, S. S. (2006). A model of consumer relationships with store brands, personnel and stores in Spain. Int. Rev. of Retail, Distribution and Consumer Research, 16(4), 453-469.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 20-38.

Niedrich, R. W., & Swain, S. D. (2003). The influence of pioneer status and experience order on consumer brand preference: A mediated-effects model. Journal of the Academy of Marketing Science, 31(4), 468-480.

Nobre, H. (2011). Should consumers be in love with brands?: An investigation into the influence that specific consumer-brand relationships have on the quality of the bonds that consumers develop with brands. Journal of Transnational Management, 16(4), 270-281.

Nguyen, T. D., & Nguyen, T. T. (2011). An examination of selected marketing mix elements and brand relationship quality in transition economies: Evidence from Vietnam. Journal of Relationship Marketing, 10(1), 43-56.

Nysveen, H., Pedersen, P. E., Thorbjørnsen, H., & Berthon, P. (2005). Mobilizing the Brand The Effects of Mobile Services on Brand Relationships and Main Channel Use. Journal of Service Research, 7(3), 257-276.

Odekerken-Schröder, G., Hennig-Thurau, T., & Knaevelsrud, A. B. (2010). Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market. Journal of Retailing, 86(4), 372-385.

Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment–aversion (AA) model of customer–brand relationships. Journal of Consumer Psychology, 23(2), 229-248.

Park, H., & Kim, Y. K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467.

Patterson, M., & O Malley, L. (2006). Brands, consumers and relationships: A review. Irish Marketing Review, 18(1/2), 10.

Jun, P. A. N. G., Tat, K. H., & Siqing, P. E. N. G. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontiers of Business Research in China, 3(4), 599-620.

Papista, E., & Dimitriadis, S. (2012). Exploring consumer-brand relationship quality and identification: qualitative evidence from cosmetics brands. Qualitative Market Research: An International Journal, 15(1), 33-56.

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Perrin-Martinenq, D. (2004). The role of brand detachment on the dissolution of the relationship between the consumer and the brand. Journal of Marketing Management, 20(9-10), 1001-1023.

Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 40(6), 79-84.

Punjaisri, K., Wilson, A., & Evanschitzky, H. (2008). Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthening Customer–Brand Relationships. Journal of Relationship Marketing, 7(4), 407-424.

Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships. Journal of Consumer Psychology, 22(1), 128.

Romaniuk, J., & Gaillard, E. (2007). The relationship between unique brand associations, brand usage and brand performance: analysis across eight categories. Journal of Marketing Management, 23(3-4), 267-284.

Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67-72.

Rossiter, J. R. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), 905-916.

Ryals, L. (2005). Making customer relationship management work: The measurement and profitable management of customer relationships. Journal of Marketing, 69(4), 252-261.

Sarkar, A. (2014). Brand love in emerging market: a qualitative investigation. Qualitative Market Research: An International Journal, 17(4), 481-494.

Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24-32.

Sahay, A., Sharma, N., & Mehta, K. (2012). Role of affect and cognition in consumer brand relationship: exploring gender differences. Journal of Indian Business Research, 4(1), 36-60.

Sahay, A., & Sharma, N. (2010). Brand relationships and switching behaviour for highly used products in young consumers. Vikalpa, 35(1), 1-30.

Schmitt, B. (2013). The consumer psychology of customer–brand relationships: Extending the AA Relationship model. Journal of Consumer Psychology, 23(2), 249-252.

Sen, S., Johnson, A. R., Bhattacharya, C. B., & Wang, J. (2015). Identification and Attachment in Consumer-Brand Relationships. Brand Meaning Management, Review of Marketing Research, 12, 151-174.

Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. The Journal of Marketing, 2-18.

Sternberg, R. J. (1986). A triangular theory of love. Psychological review, 93(2), 119.

Swaminathan, V., Page, K. L., & Gürhan Canli, Z. (2007). “My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self Construal on Brand Evaluations. Journal of Consumer Research, 34(2), 248-259.

Sweeney, J. C., & Chew, M. (2002). Understanding consumer-service brand relationships: A case study approach. Australasian Marketing Journal (AMJ), 10(2), 26-43.

Trudeau H, S., Trudeau H, S., Shobeiri, S., & Shobeiri, S. (2016). The relative impacts of experiential and transformational benefits on consumer-brand relationship. Journal of Product & Brand Management, 25(6), 586-599.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.

Tolboom, Maarten, Fred Bronner, and Edith Smit. “The potential danger of negative free publicity for the consumer-brand relationship.” Advances in Advertising Research (Vol. III). Gabler Verlag, 2012. 391-402.

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Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.

Valta, K. S. (2013). Do relational norms matter in consumer-brand relationships? Journal of Business Research, 66(1), 98-104.

Veloutsou, C. (2007). Identifying the dimensions of the product-brand and consumer relationship. Journal of Marketing Management, 23(1-2), 7-26.

Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.

Veloutsou, C. (2009). Brands as relationship facilitators in consumer markets. Marketing Theory, 9(1), 127-130.

Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.

Webster, F. E. (2000). Understanding the relationships among brands, consumers, and resellers. Journal of the academy of marketing science, 28(1), 17-23.

Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.

Whang, Y. O., Allen, J., Sahoury, N. & Zhang, H. (2004). Falling in Love with a Product: The Structure of a Romantic Consumer-Product Relationship in NA - Advances in Consumer Research, 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, 320-327.

De Wulf, K., Odekerken-Schröder, G., & Van Kenhove, P. (2003). Investments in consumer relationships: a critical reassessment and model extension. The International Review of Retail, Distribution and Consumer Research, 13(3), 245-261.

Zhang, J., & Bloemer, J. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research.

Zhou, Z. (2007). How to measure brand relationship quality? Frontiers of Business Research in China, 1(2), 300-318.

Table 7: Reference List of Selected Research Papers

Name Authors(s) Year Journal Impact (Times Cited)

Research Methodology

Used

Taylor & Francis (Database)

Identifying the Dimensions of the Product-Brand and Consumer Relation-ship

Cleopatra Veloutsou 2007 Journal of Market-ing Management

82 EFA Descrip-tive Statistics.

Should Consumers Be in Love With Brands?

Helena Nobre 2011 Journal of Trans-national Manage-ment

10 CFA SEM

The relationship between unique brand associations, brand usage and brand performance: analysis across eight categories

JenniRomaniuk& Elise Gaillard

2007 Journal of Market-ing Management

45 ANOVA Cor-relation Post Hoc

Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthen-ing Customer–Brand Relationships

KhanyapussPun-jaisri, Alan Wilson & Heiner Evanschitzky

2008 Journal of Rela-tionship Market-ing

70 Exploratory Study Qualita-tive Case Study

119



AJM

ADMAA

Investments in consumer relationships: a critical reassessment and model extension

Kristof De Wulf, Gaby Odekerken-Schröder& Patrick Van Kenhove

2003 The International Review of Retail, Distribution and Consumer Re-search

90 SEM

Child-brand relations: a conceptual Framework

Mindy F. Ji 2008 Journal of Market-ing Management

36 Conceptual Paper

The Role of Brand Detachment on the Dissolution of the Relationship Be-tween the Consumer and the Brand

Delphine Perrin-Martinenq


45 Regression

Explaining Love of Wine Brands Sandra Maria Cor-reiaLoureiro& Hans Ruediger Kaufmann

2012 Journal of Promo-tion Management

8 PLS

A model of consumer relationships with store brands, personnel and stores in Spain

Sonia San Martín Gutiérrez

2006 The International Review of Retail, Distribution and Consumer Re-search

17 EFA CFA

The blind spot of relationships in con-sumer markets: the consumer prone-ness to engage in relationships

Teresa M. Fernandes & João F. Proença


30 Comparative Case Study Analysis Inter-views

An Examination of Selected Marketing Mix Elements and Brand Relation-ship Quality in Transition Economies: Evidence From Vietnam

Tho D. Nguyen &Trang T. M. Nguyen

2011 Journal of Rela-tionship Market-ing

6 EFA CFA SEM

EMERALD (Database)

The relative impacts of experiential and transformational benefits on consumer-brand relationship

Sabrina Trudeau H. Saeed Shobeiri

2016 Journal of Product & Brand Manage-ment

CFA SEM

Brand love in emerging market: a quali-tative investigation

Abhigyan Sarkar 2014 Qualitative Market Research: An In-ternational Journal

11 Semi-struc-tured in depth interviews

Identification and Attachment in Consumer-Brand Relationships

Sankar Sen Allison R. Johnson C. B. Bhat-tacharya Juan Wang

2015 Brand Meaning Management

3 PLS MANOVA

Examination of the roles played by brand love and jealousy in shaping customer engagement

Abhigyan Sarkar and S. Sreejesh


15 CFA SEM

Consumer engagement with self-ex-pressive brands: brand love and WOM outcomes

Elaine Wallace, Isabel Buil and Leslie de Chernatony


63 Two step SEM

Young Consumer–Brand Relation-ship Building Potential using Digital Marketing

Nicolla Confos and Teresa Davis

2016 European Journal of Marketing

Content Analy-sis

The effect of product category on con-sumer brand relationships

Marc Fetscherin and Miche`le Boulanger, Cid Gonc¸alves Filho and Gustavo Quiroga Souki


24 EFA, CFA, SEM and ANOVA

Role of affect and cognition in con-sumer brand relationship: exploring gender differences

Arvind Sahay, Nivedita Sharma and Krishnesh Mehta

2012 Journal of Indian Business Research

6 Field Experi-ment Approach

120ADMAA



AJM

The role of emotional aspects in young-er consumer-brand Relationships

Jiyoung Hwang, Jay Kandampully


69 Self-Selected SEM MDS

Consumer-brand relationships in sport: brand personality and identification

Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey

2009 International Journal of Retail and Distribution Management

96 SEM

Exploring consumer-brand relationship quality and identification: Qualitative evidence from cosmetics brands

ErifiliPapista, Sergios-Dimitriadis

2012 Qualitative Market Research: An In-ternational Journal

40 Exploratory Study

The relationship of consumer personal-ity trait, brand personality and brand loyalty: an empirical study of toys and video games buyers

Long-Yi Lin 2010 Journal of Product & Brand Manage-ment

183 Regression Analysis

The role of brand love in consumer-brand relationships

Noel Albert, Dwight Merunka

2013 Journal of Con-sumer Marketing

92 Partial least squares SEM

Looks matter in developing consumer-brand relationships.

J. Bryan Hayes, Bruce L. Alford, Lawrence Silver, Rice P. York


69 SEM Multiple Linear Regres-sion

Are brands forever? How brand knowl-edge and relationships affect current and future purchases

Franz-Rudolf Esch, Tobias Langner, Bernd H. Schmitt, Patrick Geus


513 SEM

Brand loyalty and the role of hedonic value

Anna Kuikka, Tom-miLaukkanen


46 CFA Multi-Group SEM

Customer and brand manager perspec-tives on brand relationships: a concep-tual framework

Colin Jevons, Mark Gabbott, Leslie de Chernatony,


85 Conceptual Paper

In good and bad times: the interper-sonal nature of brand love in service relationships

Sylvia J. Long-Tolbert, Bashar S. Gammoh,

2012 Journal of Services Marketing

30 Experimental Design

The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context

SamyBelaid, Az-zaTemessekBehi,


70 SEM

Trust-based commitment: multidimen-sional consumer-brand relationships

Jeff Hess, John Story 2005 Journal of Con-sumer Marketing

279 SEM

Springer (Database)

Brand love: development and valida-tion of a practical scale

Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia

2016 Marketing Letters CFA SEM Pro-cess Macro

Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter

Aaron Ahuvia & Richard P. Bagozzi & Rajeev Batra

2013 Marketing Letters 9 Conceptual Paper

Some antecedents and outcomes of brand love

Barbara A. Carroll · Aaron C. Ahuvia C

2006 Marketing Letters 771 structural Equation mod-eling

The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship

Maarten Tolboom, Fred Bronner, Edith Smit

2012 Advances in Ad-vertising Research European Adver-tising Academy

1 ANOVA

121



AJM

ADMAA

Consumer brand relationships: an in-vestigation of two alternative models

EinarBreivik& Helge Thorbjørnsen

2008 Journal of Acad-emy of Marketing Science

121 PLS

Understanding the Relationships Among Brands, Consumers, and Resell-ers

Frederick E. Webster, Jr.

2000 Journal of the Academy of Mar-keting Science

297 Conceptual Paper

Transference or severance: An ex-ploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence

HE Jiaxun 2008 Frontiers of Busi-ness Research in China

5 Qualitative Technique

Consumer-brand relationship in the context of Chinese culture: A theoreti-cal construct and empirical study

HE Jiaxun, LU Tai-hong

2009 Frontiers of Busi-ness Research in China

7 ANOVA Chi-Square Correla-tion Univar ate MANOVA

The Effect of Win-Back Investment on Lost Consumers’ Intention of Reinitiat-ing Relationship

Jing Huang, Wei Xiong


EFA Baron and Kenny’s (1986) hierarchical regression

A new C-OAR-SE-based content-valid and predictively valid measure that dis-tinguishes brand love from brand liking

John R. Rossiter 2012 Marketing Letters 24 C-OAR-SE-based Method

Effects of advertising strategy on consumer-brand relationships: A brand love perspective

Jun PANG, Hean Tat KEH, Siqing PENG


13 ANOVA SEM

Love and Loyalty in Car Brands: Seg-mentation Using Finite Mixture Partial Least Squares

Sandra Loureiro 2012 Challenges at the Interface of Data Analysis, Computer Science, and Optimiza-tion Studies in Classification, Data Analysis, and Knowledge Organization

PLS SEM

Exploring the dynamics of antecedents to consumer–brand identification with a new brand

Son K. Lam & Michael Ahearne & Ryan Mul-lins & Babak Hayati & Niels Schillewaert

2013 Journal of the Academic Market-ing Science

47 EFA Hierarchi-cal Multivariate Linear Model-ing

How to measure brand relationship quality?

ZHOU Zhimin 2007 Frontiers of Busi-ness Research in China

7 CFA EFA

JSTOR (Database)

Brand Love Rajeev Batra, Aaron Ahuvia, & Richard P. Bagozzi

2012 Journal of Market-ing (AMA)

463 EFA SEM

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

C.Whan Park, Deborah J. MacInnis, Joseph Priester, An-dreas B. Eisingerich, & Dawn Iacobucci

2010 Journal of Market-ing

706 CFA

122ADMAA



AJM

Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love

John L. Lastovicka and Nancy J. Sirianni

2011 Journal of Con-sumer Research

74 EFA Correla-tion Hierarchi-cal Regression Meditation Analysis

The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

Pankaj Aggarwal 2004 Journal of Con-sumer Research

748 Causal Re-search ANOVA Meditation Analysis Ex-perimentation

Betrayed by the Buzz? Covert Content and Consumer—Brand Relationships

Christy Ashley and Hillary A. Leonard

2009 Journal of Public Policy & Market-ing

58 Lab Studies

“My” Brand or “Our” Brand: The Ef-fects of Brand Relationship Dimensions and Self-Construal on Brand Evalua-tions

Vanithaswamina-than Karen l. page zeynepgu¨ rhan-canli

2007 Journal of con-sumer research

257 ANOVA Factor Analysis

Role of Relationship Norms in Process-ing Brand Information

Pankaj Aggarwal Sharmistha


147 ANOVA

When Good Brands Do Bad Jenniferaaker susan-fournier s. adambra-sel*


1268 Longitudinal Field Trend Analysis AN-COVA Medita-tion Analysis

Consumers and Their Brands: Devel-oping Relationship Theory in Con-sumer Research

Susanfournier 1998 Journal of Con-sumer Research

6290 Three In depth Case Studies

The Moderating Effect of Relationship Norm Salience on Consumers’ Loss Aversion

Pankaj Aggarwal Mengzhang*

2006 Journal of Con-sumer Research

68 ANOVA

Science Direct (Database)

Fostering Consumer–Brand Relation-ships in Social Media Environments: The Role of Parasocial Interaction

Lauren I. Labrecque 2014 Journal of Interac-tive Marketing

69 SEM ANOVA

The influence of social media interac-tions on consumer–brand relationships: A three-country study of brand percep-tions and marketing behaviours

Simon Hudson, Li Huang, Martin S. Roth and Thomas J. Madden

2016 Intern. J. of Re-search in Market-ing

13 Multiple Regression Analysis

Enhancing consumer–brand relation-ships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation

Juhee Kang, Liang Tang and Ann Marie Fiore

2014 International Jour-nal of Hospitality Management

68 CFA SEM

The role of social network websites in the consumer–brand relationship

Hyejune Park and Youn-Kyung Kim

2014 Journal of Retail-ing and Consumer Services

48 CFA SEM

The consumer psychology of customer–brand relationships: Extending the AA Relationship model

Bernd Schmitt 2013 Journal of Con-sumer Psychology

19 Conceptual Paper

Brand relationships through brand reputation and brand tribalism

Cleopatra Veloutsou Luiz Moutinho

2009 Journal of Business Research

232 Step Wise Lin-ear Regression Correlation

123



AJM

ADMAA

The Ties That Bind: Measuring the Strength of Consumers’ Emotional At-tachments to Brands

MatthewThomson, Deborah J. MacInnis, C. Whan Park

2005 Journal of Con-sumer Psychology

1306 Factor Analysis SEM

Brand misconduct: Consequences on consumer–brand relationships

Frank Huber , Kai Vollhardt, Isabel Mat-thes, Johannes Vogel


99 Proposed Casual Model PLS

Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market

Gaby Odekerken-Schröder a,, Thorsten Hennig-Thurau , Anne BeritKnaevel-srud

2010 Journal of Retail-ing

20 Grounded Theory

Behavioral brand loyalty and consumer brand associations

JenniRomaniuk , Magda Nenycz-Thiel


63 Chi-Squared Tests One-Way ANOVA

Do relational norms matter in consum-er-brand relationships?

Katharina S. Valta 2013 Journal of Business Research

25 SEM

Consumer–brand relationship quality: When and how it helps brand exten-sions

Kyeongheui Kim a,, Jongwon Park , Jung-keun Kim


26 Factor Analysis Meditation Analysis

How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships

Martin Reimann a,α, Raquel Castaño b, Judith Zaichkowsky c, Antoine Bechara


76 Paired T-Test Experimental Study

In-store music and consumer–brand relationships: Relational transformation following experiences of (mis)fit

Michael Beverland a, Elison Ai Ching Lim , Michael Morrison , MiléTerziovski c


102 Qualitative Techniques

When consumers love their brands: Ex-ploring the concept and its dimensions

Noël Albert , Dwight Merunka , Pierre Valette-Florence


265 Correspon-dence Analysis Cluster Analy-sis

Brand passion: Antecedents and con-sequence

Noel Albert , Dwight Merunka , Pierre Valette-Florence


69 Partial least squares struc-tural equation model

The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship

Shirley Y.Y. Cheng a, Tiffany Barnett White , Lan Nguyen Chaplin


70 Experimenta-tion

Reviving brand loyalty: A reconcep-tualization within the framework of consumer-brand relationships

Susan Fournier , Julie L. Yao

1997 Intern. J. of Re-search in Market-ing

728 Conceptual Paper

Understanding Consumer-Service Brand Relationships: A Case Study Approach

Jillian C. Sweeney & Macy Chew

2002 Australasian Mar-keting Journal

58 Case Study Ap-proach

The role of consumer–brand identifica-tion in building brand relationships

UrškaTuškej , UršaGolob , Klement-Podnar


135 SEM Confir-matory factor analysis (CFA)

Attachment–aversion (AA) model of customer–brand relationships

C. Whan Park , An-dreas B. Eisingerich , Jason Park


68 CFA SEM ANOVA

Sage Publications (Database)

124ADMAA



AJM

The Impact of Relationship Type on Customer Loyalty in a Context of Ser-vice Failures

Anna S. Mattila 2001 Journal of Service Research

269 Experimenta-tion

Brands Considered as “Nostalgic”: Consequences on Attitudes and Consumer-brand Relationships

AurélieKessous and Elyette Roux

2010 Recherche et Applications en Marketing

10 ANOVA

Brands as relationship facilitators in consumer markets

Cleopatra Veloutsou 22009 Marketing Theory 60

Mobilizing the Brand The Effects of Mobile Services on Brand Relationships and Main Channel Use

Herbjørn Nysveen Per E. Pedersen Helge Thorbjørnsen Pierre Berthon

2005 Journal of service research

183 Correlation SEM

The Impact of Value Congruence on Consumer-Service Brand Relationships

Jing Zhang1 Josée M. M. Bloemer

2008 Journal of Service Research

108 SEM

The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated-Effects Model

Ronald W. Niedrich Scott D. Swain

2003 Journal of the academy of mar-keting science

59 MANOVA Univar ate Analysis Chi-Square

Brand relationship and personality theory Metaphor or consumer percep-tual reality?

Mark Avis Robert Ait-ken Shelagh Ferguson

2012 Marketing Theory 27

Authors’ Profile

Mandakini Paruthi is working as a Research Scholar at the Department of Commerce, Guru Nanak Dev University, Amritsar, India. She holds MBA in marketing and pursuing Ph.D degree from Guru Nanak Dev University, Amritsar. She cleared her UGC NET and JRF in June 2011. She has actively participated in various conferences, seminars, and workshops at national and international level in India. Her research interests are in the area of consumer brand relationship, online engagement and social media marketing.

Harsandaldeep Kaur is Assistant Professor at the Department of Commerce and Business Management, Guru Nanak Dev University, Amritsar, India. Her areas of interest are Customer Relationship Management, particularly the areas of customer loyalty and retention and Service Recovery.

Documents

A Journey from Consumer-Brand Relationship to Brand Love: A ... 8.pdf · A Journey from Consumer-Brand Relationship to Brand Love: A Bibliometric Study Mandakini Paruthi & Harsandaldeep