Brand Relationships Rule

Consumer Brand Relationships (CBR) or Brand Relationships focus on how consumers think and specifically feel about brands. A sound basis for the CBR field was established by Max Blackston’s (1993) book chapter “Beyond Brand Personality: Building Brand Relationships,” followed by Fajer and Schouten’s (1995) article on “Breakdown and Dissolution of Person-Brand Relationships” and Fournier’s (1998) seminal article on “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Today, “consumer brand relationships research is multi-disciplinary, multi-dimensional and multi-conceptual with a varieties of theories, concepts, and constructs borrowed from different fields” (Fetscherin and Heinrich, 2014, p. 367). A few books (MacInnis et al., 2009; Fournier et al., 2012) and hundreds of articles have been published about brand relationships in scholarly journals and disciplines such as psychology, management, marketing, and communications. This book provides an up-to-date contribution from academics and practitioners from various disciplines. We thank and congratulate chapter authors for their significant contributions to the CBR field.