TY - CHAP
T1 - Consumer-Brand Relationships in Tourism and Hospitality Research
AU - Rather, Raouf Ahmad
AU - Rafi, Arslan
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - Consumer-brand relationships (CBRs), defined as the psychological bonds that consumers form with brands, have evolved into an important tourism and hospitality marketing factor in recent decades. However, despite the extant insight in this domain, dynamic CBR remains in flux, necessitating further exploration. In this chapter, we discuss CBR’s key theoretical foundation, perspectives, operationalization(s)/measurement, antecedents, consequences, approaches, and methodological trajectory, therefore providing a foundation upon which the remainder of this book is built.
AB - Consumer-brand relationships (CBRs), defined as the psychological bonds that consumers form with brands, have evolved into an important tourism and hospitality marketing factor in recent decades. However, despite the extant insight in this domain, dynamic CBR remains in flux, necessitating further exploration. In this chapter, we discuss CBR’s key theoretical foundation, perspectives, operationalization(s)/measurement, antecedents, consequences, approaches, and methodological trajectory, therefore providing a foundation upon which the remainder of this book is built.
KW - Antecedents/consequences
KW - Consumer-brand relationships
KW - Measurements and operationalizations of CBR
KW - Methodological trajectory in CBR research
KW - Theoretical foundation
UR - http://www.scopus.com/inward/record.url?scp=85210000041&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-59535-6_1
DO - 10.1007/978-3-031-59535-6_1
M3 - Chapter
AN - SCOPUS:85210000041
SN - 978-3-031-59534-9
T3 - Tourism, Hospitality and Event Management
SP - 1
EP - 14
BT - Tourism, Hospitality and Event Management
PB - Springer Nature
ER -