The consumer psychology of customer–brand relationships: Extending the AA Relationship model

The Attachment–Aversion (AA) Relationship model offers a unifying model of customer–brand relationships. To develop it further as a relevant consumer‐psychology model, future research should examine three key factors: how brand perception differs from person perceptions; what role brand experiences play as determinants of customer–brand relationships, and how the AA Relationship model fits with other brand frameworks. The author offers insights and suggestions on how to address these three tasks.