ABSTRACT
There has been much research into the psychology of branding, and this has generated numerous advances in our understanding of the fundamental social psychological constructs that govern consumers’ brand perceptions, cognitions, and relationships. This proliferation of brand research has accumulated abundant empirical evidence and produced numerous consumer psychology theories around key brand constructs, including brand evaluations, brand awareness, brand image, brand equity, brand personality, brand relationships, brand associations, brand extensions, brand community, and brand alliances. Although there is little or no debate on the merits of these various constructs and theories, it is our contention that this somewhat diffused knowledge is ripe for greater integration between the concepts along with a better articulation of their interconnections within a general framework or theory.
