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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

This research investigates the influence that specific consumer-brand relationships have on the quality of the bonds that consumers develop with brands. This is important since disasters in the brand-consumer relationship will cause different consumer responses dependent on whether the relationship is built on a passion or intimacy-loyalty bond. Consumer-brand relationships were studied according to the interpersonal relationship theory. A SEM analysis, involving a sample of eight known brands of different product categories gave support to the theory. Results suggested that brand relationships of Intimacy-Loyalty influenced relationship strength in an indirect way through partner quality inferences and that these relationships might hold up better under brand disruption situations. Passion relationships were related to relationship strength but at a lesser extent and they did not appear to involve issues of partner quality. It would seem that due to a weaker bond these relationships are more susceptible to tendencies of non-repurchase after brand disruptions occur.