Doctor of Philosophy (PhD)


Marketing (Business Administration)

Document Type



The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR context—the consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBI—including a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered. The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the manager’s role is considered—thereby providing managerial and theoretical implications.



Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Black, William C.



Included in

Marketing Commons