1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
Based on the premise that consumer product brands are different with respect to their potential to form strong long-term relationships with consumers, this paper aims to identify factors that influence brands' potential for strong long-term relationships and to suggest how these can be empirically investigated. The paper reviews brand-centric and consumer-centric research and identifies twelve brand variables that may influence the relationship potential of consumer product brands. A research agenda is suggested and a number of issues that needs to be resolved before empirical research can be carried out are discussed. The paper concludes by speculating on possible outcomes in future empirical studies and it is suggested that multiple brand variables will have to be employed to evaluate the relationship potential of brands.