Smit, E. G., Bronner, A. E., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60, 627-633. doi:10.1016/j.jbusres.2006.06.012

Abstract: Although the consumer–brand relationship idea is widely discussed, some argue that certain brands are more suitable for relationships than other brands. The present study shows that brands indeed differ in terms of perceived relationship quality. Especially brands with a unique and exciting personality qualify more likely for the role of partner. Moreover, the results suggest that it is worth the effort to invest in such relationships because better relationships reduce the fear of inadequate privacy protection.
Keywords: consumer-brand relationship, relationship quality