This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus negative). The latter taxonomy leads to another 2 × 2 matrix where each of the four quadrants is discussed. Finally, this article discusses the papers in this special issue and applies the two frameworks by grouping the papers into the corresponding quadrants.
Fetscherin, Marc and Daniel Heinrich. "Consumer Brand Relationships: A Research Landscape." Journal of Brand Management 21, no. 5 (Jun, 2014): 366-371.
Journal of Brand Management