Consumer-Brand Relationships in Tourism and Hospitality Research

Consumer-brand relationships (CBRs), defined as the psychological bonds that consumers form with brands, have evolved into an important tourism and hospitality marketing factor in recent decades. However, despite the extant insight in this domain, dynamic CBR remains in flux, necessitating further exploration. In this chapter, we discuss CBR’s key theoretical foundation, perspectives, operationalization(s)/measurement, antecedents, consequences, approaches, and methodological trajectory, therefore providing a foundation upon which the remainder of this book is built.