ABSTRACT
The words stem from an interview with Karen who is a recently divorced mother of two young girls telling about brands that are important to her. For Karen, Reebok is a ‘best friend’ brand. In 1998, a new brand perspective was introduced in the Journal of Consumer Research. The concept of brand relationships was introduced by Susan Fournier and instigated an immense and immediate interest in a new phenomenon – the relationship between brand and consumer.
