Journal of Brand Management - Special Issues about Consumer Brand Relationships

Journal of Brand Management - Special Issues about Consumer Brand Relationships


This special issue in the Journal of Brand Management is dedicated to the topic of CBR and marks the first ever published special issue in an academic journal. It contains a collection of the best papers presented at the 3rd International Consumer Brand Relationships Conference (www.consumer-brand-relationships.org) held on 26–28 September 2013 at Rollins College, Winter Park, FL, USA. The increasing popularity of the conference is reflected by an ever growing number of submissions from all around the globe resulting in more than 30 presentations from at least 17 countries. The presentations of the 3rd International Consumer Brand Relationships Conference covered a variety of topics related to the main theme including research on brand love and anthropomorphism, brand authenticity, brand passion or brand relationship quality (BRQ), just to name a few. This special issue features five articles that were selected after several peer-review rounds. In the further course of this paper we present a taxonomy that helps to classify CBR research in terms of the functional and emotional focus of CBR and another taxonomy that classifies CBR research in terms of strength of brand relationships and valence of brand attitudes.

Link: http://www.palgrave-journals.com/bm/journal/v21/n5/full/bm201422a.html