Me and my brand(s): Exploring the psychological resource exchange in consumer-brand relationships

Abstract

Researchers have shown a growing interest in the effects of consumer brand engagement—a psychological construct that describes the type of relationship between the consumer and the brands. Although it is widely acknowledged that consumer brand engagement plays a significant role in shaping company and brand outcomes, the existing literature lacks overarching theoretical underpinnings to explain the psychological outcomes of brand engagement for consumers. The following questions arise: What personal benefits do consumers derive from such engagement, and how does this process unfold? This paper presents a model of consumer brand engagement as a resource. The new model offers a framework that integrates the theoretical foundations of consumer-brand relationships and the concept of resource exchange, providing novel and relevant insights into elucidating the psychological consumer-based consequences of brand engagement. Finally, a research agenda is provided, outlining directions for future studies that will contribute to advancing understanding of the psychological relationship between the consumer and brands.