Broadening (and narrowing) the scope of brand relationships

Journal of Consumer Psychology · 2013 · Volume 23 · Issue 2

DOI: 10.1016/j.jcps.2013.01.005

Abstract

The Attachment–Aversion Relationship Model proposed by Park, Eisingerich, and Park represents the latest in a series of attempts to expand, refine, and validate the increasingly popular concept of brand relationships. We find much value in the effort. We suggest, however, that researchers should avoid indiscriminate use of the term and focus on identifying the unique contribution that the notion of brand relationships can make to theory and practice. We also note how the present model could be expanded to achieve this objective.

Keywords

Brand, Brand relationship, Brand attachment, Brand loyalty, Brand aversion

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