Consequences of Consumer-Brand Relationships: Review of Ten Major Constructs

The hospitality and tourism industry is a highly competitive market, and brands must differentiate themselves from their competitors to attract and retain customers. One way to achieve this is by establishing a solid consumer-brand relationship. Research in consumer-brand relationships has been widely advanced, with different types of concepts better explaining a humanized relationship between consumers and their brands. This chapter attempted to identify the major consequences of consumer-brand relationships (i.e., brand attachment, brand love, brand passion, brand happiness, brand reputation, brand trust, brand commitment, satisfaction, brand involvement, firm initiatives, and performance). Depending on the study’s conceptual framework and the applied context, many of these constructs were identified as vital consequences or mediators of the consumer-brand relationship.