Beziehungen zwischen Konsumenten und Marken — Eine empirische Analyse verschiedener Beziehungstypen —

Fritz, Wolfgang; Lorenz, Bettina Anne-Sophie

doi:10.1007/bf03373675

Cited by 7 publications

(19 citation statements)

References 44 publications

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“…A more sophisticated approach could likely aid in fine‐tuning earlier findings in this regard. In line with the above, in this article, first, the most important aspects of the study by Fritz and Lorenz () are presented. Following that, the details of a finer analysis resulting in greater specificity are furnished.…”

Section: Current State Of Researchmentioning

confidence: 61%

“…Noteworthy among such work is the study by Fritz and Lorenz () which is based on the earlier work of Lorenz (). In contrast to Fournier's work, Fritz and Lorenz () seek to identify comprehensive types of consumer–brand relationships on a broad empirical base; in other words, relationship types that can be considered as being representative of larger groups of consumers. However, one methodological limitation of the study by Fritz and Lorenz () is the rather traditional statistical approach the authors use in order to determine different types of brand relationships.…”

Section: Current State Of Researchmentioning

confidence: 99%

“…For Blackston (), interaction and reciprocity are the central elements of such relationships; this can be seen not only in consumers’ perceptions and behavior toward the brand, but also in the fact that consumers ascribe perceptions and behavior to the brand itself during their interactions with it. Following this perspective, Fritz and Lorenz characterize a consumer–brand relationship by repeated, interrelated, and nonaccidental exchanges or transactions between a consumer and a brand, wherein the brand's behavior is considered as a virtual or quasibehavior in the subjective view of the consumer (Fritz & Lorenz, , p. 369).…”

Section: The Original Studymentioning

confidence: 99%

“…On this background, Fritz and Lorenz distinguish nine possible dimensions of consumer–brand relationships (Fritz & Lorenz, , pp. 370).…”

Section: The Original Studymentioning

confidence: 99%

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An Extended Search for Generic Consumer–Brand Relationships

Fritz

Lorenz

Kempe

2014

Psychology and Marketing

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Relatively few empirical studies address the question of generic relationships between consumers and brands. But a relationship‐oriented brand communication seems to have become increasingly important to companies. In this article, the authors present details of a study on generic consumer–brand relationships conducted in Germany. Based on the data of more than 900 consumers, four different types of consumer–brand relationships emerge, characterized as “best friendship,” “unemotional purpose‐based relationship,” “loose contact,” and “happy partnership.” An extended analysis of the data using advanced statistical methods supports these findings to a high degree. Furthermore, as the results of the extended analysis also suggest, numerous well‐known brands often appear within less favorable relationships like “unemotional purpose‐based relationship” and “loose contact.” These findings indicate important shortcomings of relationship‐oriented brand management in many companies and suggest the need for further work in this area.

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Section: Current State Of Researchmentioning

confidence: 61%

Section: Current State Of Researchmentioning

confidence: 99%

Section: The Original Studymentioning

confidence: 99%

“…On this background, Fritz and Lorenz distinguish nine possible dimensions of consumer–brand relationships (Fritz & Lorenz, , pp. 370).…”

Section: The Original Studymentioning

confidence: 99%

See 2 more Smart Citations

An Extended Search for Generic Consumer–Brand Relationships

Fritz

Lorenz

Kempe

2014

Psychology and Marketing

Self Cite

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“…Few aspects of these dimensions seems similar to Fournier (1998), however, the main difference of Fritz and Lorenz (2010) brand relationships dimensions is underpinning theory. Fournier (1998) developed the dimensions based on the theory of animism and impression formation, where Fritz and Lorenz (2010) use several theories: Interdependency theory, social penetration theory, social exchange theory, resource theory and social penetration theory. These authors extend the brand dimensions from different perspective, however, Keller (2001) parsimoniously suggest only two CBR dimensions.…”

Section: Types and Dimension Discoveringmentioning

confidence: 99%

Consumer Brand Relationships

Fetscherin¹,

Heilmann²

2015

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We have investigated the dynamics of how consumer make relationship with brand (non-human entities) that is consumer brand relationships. This relationship is like the same relationship between two people in the society. Meta-analytic literature review has been conducted to explore different aspect of this relationship dynamics. The investigation reveals that brands work as a relationship partners with consumers. Relationship dimensions, which are considered as ground of relationship types, constructed by authors differs resulting different types consumer brand relationships. However, various authors measure relationship quality based on the same ground relationship strength and feelings using different theories. This research has implications for both academicians and practitioners as they can comprehensively conceptualize the consumer brand relationship, its nature, type and dimensions explored by researchers and their present state.

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