Identifying the Dimensions of the Product-Brand and Consumer Relationship

The concept of relationship marketing emerged from services and business-to-business marketing. Most of the research analysing the relationships themselves focuses on the social links formed between people and the needed supporting processes. However, companies can use their brands to develop and maintain links with their customers. The research on the role of brands in the development of bonds with the customers is still very limited, especially for consumer goods as opposed to consumer services. This paper reports the findings of a study which aimed to unfold the dimensions of the consumer relationship with product brand. It identifies two separate dimensions, which may be used to describe the consumer-brand relationship.