DOI:

Abstract

Although the brand-customer relationship (BCR) is a special form in the theory of relationship marketing, there is only a few of researches that discriminate various brand-consumer relationships. This paper aims at classifying BCRs according to two basic approaches: (1) the unilateral relationship creating an emotional bond; and (2) the truly bilateral relationship in which a social bond is formed through a proactive interaction between two relationship partners based on transactional and social interactions. Research results point out shortcomings of the current approach to brand relationship and hope that social bond may lead to various outcomes of the relationships such as commitment, share of goals and values and self expression that surpass the simple brand loyalty.

Keywords

Brand Relationship; Unilateral Relationship; Bilateral Relationship; Transaction- Interaction; Social Interaction; Emotional Bond; Social Bond