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The Consumer and the Brand

其他書名	An Understanding Within the Framework of Personal Relationships
出版	Division of Research, Harvard Business School, 1996
URL	http://books.google.com.hk/books?id=cev4GwAACAAJ&hl=&source=gbs_api

註釋While the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this paper, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including here a debate as to the legitimacy of the brand as an active relationship partner, and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts form the data the concept of brand relationship quality (BRQ), a diagnostic tool for conceptualizing and evaluating relationship strength.