A theoretical approach to relational branding: from Fournier's theories to brand communities

In the present days, communication is highly influenced by the existence of multiple nets of relationships. Brand management focuses on the consideration of the relational side of consumers, thus concepts as "engagement" or "conversation" are constantly promoted. As a consequence, theories studying consumer-brand relationships are growing. Indeed, this tendency is now evolving towards the consideration of consumer-brand-consumer relationships. This paper is a theoretical approach to relational branding theories, focusing on their origins, development and consolidation. Furthermore, new brand management tendencies are addressed, those seeking emotional connection points with consumers in order to meet their needs of participation.