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.
Source: Journal of Consumer Psychology
Schmitt, Bernd. "The consumer psychology of customer-brand relationships: Extending the AA Relationship model." Journal of Consumer Psychology 23, no. 2 (April 2013): 249-252.