ABSTRACT
Although Fournier (1998) identified fifteen different types of consumer–brand relationships, disciplinary research has been limited to the exposition of but a few relationship forms. A strong bias toward committed, loyal brand relationships analogous to marital partnerships focuses our research attention, under the assumption that strong relationships are leverageable, resilient, and most importantly, made to last (Oliver 1999). This assumption is reinforced in research conducted using the Clark and Mills’ (1979) relationship dichotomy, wherein communal relationships, which are guided by a lasting concern for the other, are contrasted with practical quid pro quo exchange relationships (Aggarwal 2004). Beyond the committed/communal/exchange paradigm, branding research focusing on specific relationship types is scant. Although marketing scholars have explored commercial friendships (Price and Arnould 1999), adversarial relations (Hill 1994), and addictions (Hirschman 1992), these studies do not draw primary inspiration from the relationship theories nor contribute centrally to this body of research.
