Antecedents of Consumer-Brand Relationships: A Comprehensive Literature Review Approach

Consumer-brand relationships have the power to continuously maintain a business’ success. Consumers tend to build connections by communicating, experiencing, and possessing brand products and services. Brands must treat such relationships with consumers like those between humans. Considering that brand relationships arise from consumer experiences and evaluations, brands must deepen their understanding of consumer benefits and brand value to achieve compelling brand relationships in today’s competitive market. This chapter provides a thorough examination of brand constructs through a systematic literature review in the hospitality and tourism sectors and introduces key antecedents that generate long-lasting brand relationships.