Journal of Promotion Management – Special Issue

¡°Promoting Brand Relationships¡±

Promoting brand Relationships (PBR) refers to multiple online-offline relationships

stablished and maintaining among stakeholders (particularly consumers) and also

between each stakeholder and a certain brand. This conceptualization starts with

the idea that human anthropomorphize inanimate objects and can think about

brands as if they were human characters. In fact, brands cannot act, think, or feel

by themselves, but can live and evolve through their managers and exist as

a partner in a dyadic relationship. In this perspective, the theories of relationship

between two partners or individuals can be brought and adapted into the relationship

between the consumer and their brands. Some examples of such theories are

interdependency theory, relationship investment, and theories of attraction/avoidance.

Yet, PBR integrates findings from diverse literature: marketing, advertising,

brand management, psychology.

Several constructs are embedded in PBR contributing to develop or avoid the relationship,

for instance, relationship quality (satisfaction, trust, commitment), self-brand connection,

brand community, brand love, brand avoidance, brand advocacy, word-of-mouth, brand

engagement, brand sacrifice, pro/anti brand behavior, desire, positive/negative emotions,

consumption experience, social influence, brand persuasion and promotion.

Diverse example come also from predictionaries. Roberts, CEO of Saatchi & Saatchi, proposes

the theory of "Lovemarks" and claims that brands should be about consumers and their

relationship with them. For Roberts, in the same way the products evolved to carry trademarks,

and trademarks evolved into brands, nowadays, brands should evolve into "Lovemarks¡±.

In this regards, "Lovemarks¡± are about building and strengthening emotional bonds between

brands and consumers. The website ¡°lovemarkscampus¡± provides information about

the companies, consumer opinions, and events around the topic: from brands to lovebrands.

There, in the webpage ¡°resources¡±, it is also possible to find some academic literature

on the topic of emotional marketing.

Another example comes from McEwen, a Global Practice Leader at The Gallup

Organization, and previous senior planning and account management in several

leading advertising agencies, including McCann-Erickson, FCB, and D'Arcy. McEwen

launched in 2005 the book ¡°Married to the Brand¡±. This book advocates the thesis

that great brands are built upon strong customer relationships.

In this special issue, under the broad rubric of PBR, we particularly welcome

papers combining theory and practice to offer new perspectives to help academics

and practitioners to better understand and apply PBR research. Thus, we welcome

submissions on topics addressing PMC. Suggested topics include but are not limited to:

• The role and effect of culture on brand relationships

• Positive/Negative brand relationship (e.g., brand love/hate, brand attachment/avoidance)

• Negative brand relationship constructs (e.g., brand hate, brand objection)

• Anthropological and psychological aspects in brand relationships

• Social media and brand relationships

• Celebrity relationships (e.g., sports, entertainment, business celebrity)

• Consumer destination/cities/regions brand relationships