Consumers’ relationships with brands

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Brand loyalty: Exploring self-brand connection and brand experience (2018, background): “Furthermore, in support of the argument that weak consumer–brand relationships should receive attention (Alvarez and Fournier, 2016; Fournier, 1998), it is advised that brand experience could also be used in weak consumer–brand relationships to strengthen the bond between the consumer and the brand.”
Brand addiction in the contexts of luxury and fast-fashion brands (2020, background): “The conceptual domain of consumer-brand relationship has been extended from general attitudinal tendencies such as loyalty and commitment to concepts that describe more intense connection with brands such as brand attachment and brand love (Alvarez and Fournier, 2016), and most recently brand addict”
On the relationship between consumer-brand identification, brand community, and brand loyalty (2018, background): “Strong relationships develop when partners support each other's lives (Fournier, 1998; Fournier and Alvarez, 2012), and the nature and strength of the relationship are affected by the characteristics of both entities involved (Aaker, 1997; Ahearne et al., 2005; Alvarez and Fournier, 2016).”