chapter  10
23 Pages

Consumer–Brand Relationships

This chapter reports a few measurement scales pertaining to the relationships between consumers and brands. Two of these scales view consumer brand relationships on a general level. The brand relationship quality scale from Kim, Lee and Lee is concerned about the level of quality characterizing the relationships between consumers and brands. It can be used in the case of product brands as well as service brands, provided that some modifications are taken into account. The other scales presented in the chapter focus on particular aspects of the consumer-brand relationship. The remaining scales are centred on brand trust. All these scales are based on a complex conceptualization of brand trust, as they view brand trust as consisting of various components. The scale's construct validity is assessed by analysing whether brand trust influences brand engagement. Brand loyalty can be characterized as the repurchase of a same brand under conditions of strong perceived differences between brands and strong involvement for the repurchased brand.