ABSTRACT
Based on several years of people's own experience of attempting to operationalize the interpersonal relationships (IPR) approach to identify and measure consumer-brand relationships, this chapter explains the case that its application leads to limitations, and that make it a less appropriate model for understanding the relationships consumers have with brands. It shows how consumer-brand relationships are impacting the positive and negative things consumers are saying about brands. While embracing new models and metrics of engagement, advocacy, and sharing of content, brand managers must take into account the interplay between consumer-brand relationships and consumer-brand communication (CBC), how and how much consumers talk about brands. Brands attitudes and consumers brand experiences provide what has often been the missing link between brand image and a complete definition of consumer-based brand equity. Managing brand experiences and brands' attitudes, as well as traditional brand messaging, is an essential part of creating strong consumer-brand relationships.
