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Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))

Abstract

Assuming the meaning and value that brands have for consumers, this paper developed a structured viewpoint in the consumer-brand relationship. This paper explores the fact that there are deep investments by consumers in their relationships with brands. The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands.

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Author information

Authors and Affiliations

  1. ISMAI, Maia University Institute, Maia, Portugal

    Ricardo Cayolla

  2. ISMAI, Maia University Institute, Research Unit CEDTUR/CETRAD, Maia, Portugal

    José Luís Reis

  3. ISCTE - IUL, University Institute of Lisbon, Lisbon, Portugal

    Sandra Loureiro

  4. Universidade de Aveiro, GOVCOPP, DEGEIT, UA, Aveiro, Portugal

    Ricardo Cayolla

Authors
  1. Ricardo Cayolla
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  2. Sandra Loureiro
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  3. José Luís Reis
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Corresponding author

Correspondence to José Luís Reis .

Editor information

Editors and Affiliations

  1. DEI/FCTUC, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, FHNW University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Cayolla, R., Loureiro, S., Reis, J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32

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