A Conceptual Study on Brand Fidelity in terms of Consumer Brand Relationships

Understanding and measuring consumer brand relations is very important for both academics and industry practitioners for sustainable and strong brand management. Over the years, many studies have been conducted to analysis consumer brand relations and strategies have been developed. This study aimed to evaluate the current situation in consumer brand relations, to help identify gaps in the relevant literature, to provide an understanding of future trends and brand fidelity, which is a new concept. For this purpose, the historical development of consumer brand relations, the emergence of the concept of brand fidelity and scale development studies are discussed in the focus of brand fidelity. In addition, this study aims to be a pioneering study by making a theoretical contribution to the marketing literature by examining the relationships between perceived corporate social responsibility, brand love and +wom, which are predicted to be related to brand fidelity.