The consumer psychology of customer-brand relationships: Extending the AA Relationship model

The Attachment-Aversion (AA) Relationship model offers a unifying model of customer-brand relationships. To develop it further as a relevant consumer-psychology model, future research should examine three key factors: how brand perception differs from person perceptions; what role brand experiences play as determinants of customer-brand relationships, and how the AA Relationship model fits with other brand frameworks. The author offers insights and suggestions on how to address these three tasks.