Brand Relationships and Consumer Engagement Dynamics
Summary
Brand relationships are complex constructs that reflect the emotional, cognitive and behavioural bonds developed between consumers and brands over time. These bonds may be nurtured through direct interactions, community engagement and mediated experiences such as digital touchpoints. Modern conceptualisations emphasise the dynamic interplay between personal identity, community belonging and brand personality, recognising that relational norms—communally oriented or exchange-oriented—guide consumer expectations, trust and loyalty. In this context, consumer engagement dynamics encompass both transactional behaviours (such as repeat purchase and service utilisation) and non-transactional activities (including content co-creation, brand advocacy and peer support). The rise of online brand communities and social media platforms has transformed the locus of engagement from firm-centric communications to co-creative ecosystems, fostering brand tribalism while also exposing firms to reputational risks. Technological innovations, such as algorithmic recommendation systems and personalised digital interventions, further complicate traditional relationship paradigms, demanding new strategies to balance automation with human touch. Globally, these developments inform practical applications in loyalty programme design, service recovery and customer experience management, underscoring the importance of aligning technological capabilities with relational principles to cultivate sustainable, mutually beneficial brand relationships.
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Brand Relationships and Consumer Engagement Dynamics publication trend
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Technical terms
Communal relationship: A social bond in which parties feel mutual care and assume obligations to each other’s welfare.
Exchange relationship: A bond based on equity and reciprocity, where interactions are governed by cost-benefit norms.
Brand community: A group of consumers bound together by shared interest and commitment to a brand, often interacting online or offline.
Consumer-based brand equity: The value derived from consumer perceptions, attitudes and behaviours towards a brand.
References
- Should service firms introduce algorithmic advice to their existing customers? The moderating effect of service relationships. Journal of Retailing (2023).
- Can customer relationships backfire? How relationship norms shape moral obligation in cancelation behavior. Journal of Business Research (2022).
- Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market. Review of Marketing Science (2022).
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