Consumers’ Investments in Brand Relationships

Tarje Gaustad, Norwegian School of Management, Norway
Consumers’ specific investments in consumer-brand relationships are investigated through 30 explorative interviews. The result are summarized in a typology of four main categories of relational specific investments (Explicit, Exertion, Social, and Integrated). Implications and avenues for further research are briefly discussed.
[ to cite ]:
Tarje Gaustad (2011) ,"Consumers’ Investments in Brand Relationships", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.