ABSTRACT
The importance of consumer-brand relationship is acknowledged by both researchers and practitioners alike. Consumers with a strong brand relationship are more likely to forgive negative experiences and stay loyal to the brand. Relational norm is defined as the expectations of partners pertaining to behaviours that they should at least share. These behaviours serve as a reference point for evaluating the behaviour of each other during exchanges. Many studies have shown that brand relationship quality affects variables that are indicators of consumer loyalty. Oliver defined consumer loyalty as their overall attachment towards a brand, service, product or company. Consumers also consider brands as possessions that reflect a part of themselves and constitute an important part of their sense of self. Consumers form relationship with brands due to various reasons. These reasons could be internal or external to them. Extant branding literature have classified the above reasons broadly into two categories, i.e. customer related factors and firm related factors.
