ABSTRACT
The chapters in this book serve not only to reveal leading-edge research on the nature and process of consumer–brand relationships, but also suggest many important avenues of research for scholars and practitioners who seek to advance knowledge in this domain. Our purpose in these concluding remarks is not to restate or repackage that which our contributors have already discussed. Rather, we hope to build on these collective insights to suggest eight conundrums, opportunities, and must-haves that are implicated as critical paths for advancing brand relationship scholarship along needed lines.
