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For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchase, customer lifetime value, customer advocacy, and communities of like-minded individuals organized around brands. Research has progressed with inspiration from attitude theory and, later, socio-cultural theories, but a perspective introduced in the early 1990’s offered new opportunities and insights. The new paradigm focused on the relationships that formed between brands and consumers: an idea that had gained traction in business-to-business marketing scholarship where physical relationships formed between buyers and sellers. A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers, think, feel, and have with a product or company brand. Two catalysts can be credited for the brand relationship paradigm. Max Blackston’s 1992 piece, "Observations: Building Brand Equity by Managing the Brand's Relationships”, highlighted for the first time that brands themselves were active partners in a relationship, and called for attention not just to people’s perceptions of and attitudes toward brands, but also to the reciprocating construct: what people thought the brand thought of them. Fournier took this idea of an active brand partner and ran with it, publishing a thesis in 1994 titled “A Consumer-Brand Relationship Framework for Strategic Brand Management” that (1) argued for the validity of the relationship metaphor in understanding consumer-brand behaviors and (2) provided empirical evidence for the different types of relationships operating in the commercial landscape and the developmental processes that governed them over time. Nearly a quarter of a century later 25 years, there now exists a robust and varied scholarly sub-discipline on brand relationships, with contributions from a range of theoretical disciplines including social and cognitive psychology, anthropology, sociology, culture studies, and economics, and methods from empirical modeling to experiments, ethnography, and depth interviewing. Hundreds of articles and book chapters on brand relationships have been published, along with three books ((MacInnis, Park and Priester, 2009 ); (Fournier, Breazeale and Fetscherin, 2012 )(; Fetscherin and Heilmann 2015 ) ). The (Consumer Brand Relationships Association (CBRA) ) was founded in 2013 to provide a community for academics and practitioners. CBRA organizes regularly an (international academic conference ) as well as a (a global summit for practitioners ) on the topic of brand relationships. == Relationship Types == Fajer and Schouten (1995)) present the ''Typology of Loyalty-Ordered Person-Brand Relationships'' as summarized below in the table.〔http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7831〕 Later, Fournier (1998) provides a typology of 12 brand relationships derived from phenomenological research〔http://bear.warrington.ufl.edu/weitz/mar7786/articles/fournier%20%281998%29.pdf〕 A more abstract typology is also supported that distinguishes exchange versus communal relationships. Aggarwal provides a theory that distinguishes these two basic brand relationship types according to the exchange norms that operate within them. Hyun Kyung Kim, Moonkyu Lee, and Yoon Won Lee (2005) in their paper (Developing a Scale For Measuring Brand Relationship Quality ) present the following dimensions to measure brand relationship quality. *Self connective Attachment *Satisfaction *Behavioral Commitment *Trust *Emotional Intimacy 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Brand relationship」の詳細全文を読む スポンサード リンク
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