The Process of Establishing Brand Relationships: Antecedents and Outcomes

Abstract

This paper attempts to give a broad overview of how several research streams (relationship marketing, brand image, brand loyalty, brand personality, brand equity) relate to one another in respect to brand relationships. A conceptual model, including consumer-side (brand image, brand personality, brand attitude, consumer trust, consumer commitment, product satisfaction, congruence, propensity for relationships, and product importance) and brand-side antecedents (marketing actions, brand commitment), and outcomes (brand loyalty, relational satisfaction) of the brand relationship are described. Based on the conceptual model, research propositions are also presented.