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The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer-dominant value creation to clarify the extent to which the call for a distinct consumer-dominant logic (CDL) is justified. This paper discusses consumer-driven value creation (value-in-use) across three different marketing logics: product-dominant logic (PDL), service-dominant logic (SDL) and CDL. PDL conceptualises value as created by firms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer-driven chains of action indirectly facilitated by the provider. Recently, the research focus has been turning to consumer-dominant value creation. While there is agreement on the significance of this phenomenon, there is disagreement over whether consumer-dominant value creation is an extension of SDL or calls for a distinct CDL.

This is a conceptual paper, which is informed by five cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer-dominant value creation.

The ontological and semantic analysis demonstrates that PDL and SDL have insufficient explanatory power to accommodate substantial aspects of consumer-dominant value creation. By implication, this supports the call for a distinct CDL.

This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer-driven value creation.

The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered.

The model proposed in this research was tested by means of structural equations modelling. The data were collected from a convenience sample of 348 young French consumers (aged from 19‐23) questioned about the brand Coca‐Cola, which enjoys strong awareness with that target.

All the nine personality traits of the Coca‐Cola brand studied in this research impact directly on at least one of the three relational consequences under study: trust, attachment, and commitment to the brand. In addition they have an indirect influence (except for the Charming and Ascendant personality traits) on commitment via trust and attachment to the brand.

The model proposed in the research shows the impact of brand personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. Future research should study the influence of brand personality on other consequences such as satisfaction, loyalty and preference.

The research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment are suggested in this research.

The model proposed in this research refines the overall understanding that researchers and managers have of the direct or indirect impact of each brand personality trait on consumers' relationship with a brand, measured by trust, attachment, and commitment.

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

Given its importance in the brand management of sport teams, the present research initiative primarily concerns the investigation of the formation process of sport team loyalty. By integrating a hierarchy of effects model into a relational perspective, the study aims to investigate the role of sport consumers' involvement, self-expression, trust and attachment with a sport team in building loyal relationships. A conceptual model is proposed and tested in the context of professional soccer teams.

The data of the study comes from 287 consumers of a South East European country. The fit of the model is tested using structural equation modeling and the statistical program LISREL.

The results confirm that: all the hypothesized constructs constitute either direct or indirect determinants of sport team loyalty; a hierarchy of effects approach, cognition-affect-conation, can explain how strong consumers-team relationships can be developed; and team attachment acts as a partial mediator in the relationship between the cognitive components of the model (team involvement, trust and self-expression) and team loyalty.

The findings provide several implications to marketing managers of sport teams in how to go about and develop loyal sport fans.

No previous investigation has integrated relationship marketing with a hierarchy of effects in order to explain loyalty to a sport team.

This paper aims to empirically test the influence of brand characteristics on brand addiction, as well as the consumers’ behaviors caused by this construct.

The paper adopts a Web-based self-completion survey by achieving a total of 529 completed surveys. Then, structural equation modeling has been employed by using SPSS AMOS.

Results highlighted how the brand characteristics of self-expressiveness, innovativeness and authenticity have a positive influence on brand addiction; brand addiction leads consumers to feel emotions of irritability and to adopt obsessive and compulsive behaviors toward the brand.

Even if the choice of using a survey’s sample composed of students attending an Italian University ensures good internal validity of research (owing to the homogeneous character), the results are not generalizable (except for this population group).

The study identified two different spheres of brand addiction (one connected to the brand’s characteristics and the other to the consumers’ psychological-behavioral outcomes), along with possible strategies firms could adopt to strengthen the possibilities to transform their customers into addicted ones and to avoid/reduce the negative consequences deriving from brand addiction.

The paper provides a response to the call for more studies into the brand addiction analysis by empirically testing possible antecedents and outcomes, thus enriching the existing quantitative research focused on this concept.

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty.

The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling.

All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities.

It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings.

Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model.

Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands.

Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study.

Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media.

This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value.

The empirical work of this paper is based on a rigorous four-study mixed methods design, involving qualitative study, confirmatory factor analysis and partial least squares structural modeling.

The authors develop two second-order formatively designed scales – familiar value and planned value scales – that illustrate the role of engagement regimes in consumer behavior. Although both types of value contribute equally to direct mail attachment, they exert contrasting effects on other mediational consumer responses, such as reading and gratitude. Finally, the proposed theoretical model appears to be robust in predicting customers’ brand commitment.

This study provides new insights into the research on consumer value and brand relational communication.

This study is the first to consider consumer benefits from the social perspective of engagement regimes.