Intimate Brand Relationships

Helena M. Nobre presents here an academic work based on her doctoral thesis presented in 2009. This book focus in the symbolic meaning of consumer behavior and offers an explanation for the relationships consumers establish with brands in the mass marketing. Brand was considered as a partner in a dyadic relationship with the consumer. The application of a framework from intimate interpersonal relationships to explain consumer- brand relationships was examined. Findings indicated that brand personalities of Sincerity and Sophistication tend to facilitate loyal and stable relationships. On the other hand the personality of Excitement is associated with short term relationships of passion. Finally, a basic and user friendly framework for the development of a relationship brand strategy is presented.