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Customers Relationship with Brands

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According to Susan Fournier's 1998 article, "Consumers and their Brands: Developing relationship theory in consumer research," what is a customers relationship with a brand?

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The solution discusses customers relationships with brands.

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Having a relationship with a brand often means forming an attachment to a specific product or service despite the other options on the market or substitutions for the product/service. People form these attachments for many reasons. However, they are loyal to their brands and are reluctant or refuse to consider purchasing another.

Brand loyalty, according to Fournier, can take different forms. People are attached to brands they found by accident and ...

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