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

  • Ricardo Cayolla
  • Sandra Loureiro
  • José Luís ReisEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


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.


Consumer-brand relationship (CBR) Brand Commitment Marketing Love 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  • Ricardo Cayolla
    • 1
    • 4
  • Sandra Loureiro
    • 3
  • José Luís Reis
    • 2
    Email author
  1. 1.ISMAI, Maia University InstituteMaiaPortugal
  2. 2.ISMAI, Maia University Institute, Research Unit CEDTUR/CETRADMaiaPortugal
  3. 3.ISCTE - IUL, University Institute of LisbonLisbonPortugal
  4. 4.Universidade de Aveiro, GOVCOPP, DEGEIT, UAAveiroPortugal

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