Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Brands are rapidly moving away from the traditional transactional approach to a relational journey with their users. In most cases, Consumer- Brand Relationships are based on the extent of congruence between individuals and their favourite brands. This paper aims to contribute to this journey and understand the genesis and outcomes of such a relationship wherein the consumer feels “proud” to be associated with his/her brand. Specifically the...