Literature Review on Brand Relationship

The research field of brand relationship develops from the relationship marketing theory under the background of the brand research. This paper focuses on the narrow brand relationship — the relationship between the consumers and the brands to analyze both the domestic and foreign research literature of the brand relationship and summarize the development of brand relationships,the major influence factors of the brand relationship,and the dimensions of brand relationship quality. And then it indicates the limitations of the current study on the brand relationship,the direction of the further study of the brand relationship and put forward some suggestions for management.