We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

This study examines how scholarly research on consumer brand relationships has evolved
over the last decades by conducting a bibliometric citation meta-analysis. The bibliography …

Purpose The purpose of this paper is to analyze the influences of brand personality on
consumer behavior, with a special emphasis on the brand love construct. The aim is to …

Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. However, the …

Drawing on brand relationship theory and attitude theory, this study investigates the
relationships among destination image, destination personality, tourist–destination …

Many universities leverage symbolic qualities with the potential of creating a brand
personality useful in competitive differentiation. Drawing on a series of qualitative and …

This article critically examines consumer–brand relationships from the perspective of
interpersonal relationship theory. Specifically, the authors investigate the relationship …

This article presents a consumer-psychology model of brands that integrates empirical
studies and individual constructs (such as brand categorization, brand affect, brand …

Given the potential utility of brand personality for marketers, the present research
conceptualizes and investigates the relationships between five brand personality …

This article reports results from a longitudinal field experiment examining the evolution of
consumer-brand relationships. Development patterns differed, whereby relationships with …