Consumers' attitudinal and behavioural ties with brands: an integrative approach to build a consumer-brand relationship model

Despite a plethora of research on consumer-brand relationships (CBR) spanning over the past one and half decades, the extant research failed to identify and integrate the attitudinal and behavioural components of CBR in their conceptualization and subsequent operationalization. However, to sustain long term CBR, there is a need for a comprehensive understanding of the antecedents and consequences of CBR both from the attitudinal and behavioural perspectives. To address the research gap, two studies were conducted. First, the CBR constructs were explored, refined, and integrated through a conceptual model following a grounded theory approach. Second, the conceptual model was tested and validated using a survey method. The major contribution of this study lies in its enhanced understanding and development of a robust model of CBR, which in turn would benefit CBR theory and provide an actionable model for practitioners.