Understanding Consumer-Service Brand Relationships: A Case Study Approach

Despite widespread recognition and application of the relationship marketing principle, little empirical work has been done in terms of adopting the relational metaphor at the consumer-brand level. A notable exception is a study by Fournier (1998) in the context of consumer goods. To our knowledge, however, no research has been conducted based on relationship marketing at the consumer-brand level in the service domain. This study seeks to address this limitation by examining the relational phenomena between consumers and service brands. Specifically, the study develops a typology of different relationship types.