ABSTRACT
The term consumer-brand relationship has become so ubiquitous that it now verges on losing any specific meaning.Unheard of 30 years ago when the term was first used in print, it is now used to describe virtually any brand-consumer construct or interaction. With the more universal recognition that the creation of value in brands has something to do with consumers as well as brand owners and managers, consumer-brand relationship seems to have replaced brand equity as the preferred term at the high ground of branding practice. What does it actually mean? Or, more exactly, what do the people who use the term actually mean?
