摘要：Consumer brand relationship emerged as a new research field (Fournier, 1998; Keller Fournier, 1998; Ghani Fournier, 1998). These relational foundations on which the concept consumer brand relationship stands on is back by different interpersonal relationship theories e.g. interdependency theory (Thibaut & Kelley, 1959), social penetration theory (Altman & Taylor, 1973), investment model (Rusbult, 1980), social exchange theory Homan (1961), resource theory (Foa & Foa, 1974). Consumer brand relationship, therefore, becomes as a distinct area of research in marketing literature from theoretical and conceptual ground.
关键词：Brand;Consumer Brand Relationship;Relationship Partner;Evolution of Brand Relationship
