摘要：Consumer researchers have shown significant interest in identifying the drivers of strong consumer-brand relationships. In the past, researchers have uncovered various drivers of consumer brand relationships, namely socio-motive and affective attachments (e.g. self- connection and love/passion), behavioural ties (e.g., brand commitment and interdependence), and cognitive beliefs (e.g., satisfaction and brand partner quality), which impact profitability, price insensitivity and referrals. However, to sustain long term and durable consumer-brand relationships, there is a need for a comprehensive understanding of the antecedents and consequences, both from the attitudinal and behavioural perspectives. In particular, Blackston (1992), Nabel and Blattberg (2000) were very precise in suggesting that attitude should be included along with behaviour to define consumer- brand relationships. Despite this understanding, limited research has been conducted to identify and integrate the attitudinal and behavioural components of consumer-brand relationships in their conceptualization and subsequent operationalization. After a review of the past literature, gaps are identified and the objectives of the study are formulated.
