Consumer-Brand Relationships in Tourism and Hospitality Research

Raouf Ahmad Rather; Arslan Rafi

doi:10.1007/978-3-031-59535-6_1

Consumer-Brand Relationships in Tourism and Hospitality Research

Raouf Ahmad Rather^*, Arslan Rafi

^*Corresponding author for this work

Interdisciplinary Research Center for Finance and Digital Economy

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Scopus citations

Abstract

Consumer-brand relationships (CBRs), defined as the psychological bonds that consumers form with brands, have evolved into an important tourism and hospitality marketing factor in recent decades. However, despite the extant insight in this domain, dynamic CBR remains in flux, necessitating further exploration. In this chapter, we discuss CBR’s key theoretical foundation, perspectives, operationalization(s)/measurement, antecedents, consequences, approaches, and methodological trajectory, therefore providing a foundation upon which the remainder of this book is built.

Original language	English
Title of host publication	Tourism, Hospitality and Event Management
Publisher	Springer Nature
Pages	1-14
Number of pages	14
DOIs	https://doi.org/10.1007/978-3-031-59535-6_1
State	Published - 2024

Publication series

Name	Tourism, Hospitality and Event Management
Volume	Part F3652
ISSN (Print)	2510-4993
ISSN (Electronic)	2510-5000

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Keywords

Antecedents/consequences
Consumer-brand relationships
Measurements and operationalizations of CBR
Methodological trajectory in CBR research
Theoretical foundation

ASJC Scopus subject areas

Geography, Planning and Development
Economics, Econometrics and Finance (miscellaneous)
Tourism, Leisure and Hospitality Management
Management, Monitoring, Policy and Law

Access to Document

10.1007/978-3-031-59535-6_1

Cite this

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Consumer-Brand Relationships in Tourism and Hospitality Research

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this