The findings indicated that brands were able to created deeply rooted identified that would have strong, ongoing associations with the brand. The quality of the brand relationship was found to depend on 6 associated characteristics; love/passion, self connection, commitment, interdependence, intimacy and brand partner quality (Fournier, 1998). The relationship which emerges is subsequently mediated by five factors; accommodation, tolerance and forgiveness, brand perceptions, devaluation of alternatives and attribution bases (Fournier, 1998). It is also noted that the brand relationships are best understood when considered in the broad brand environment (Fournier, 1998). Overall, the result indicates that concept of consumer relationships with brands may be leveraged highly effectively by marketers.
The research adds to marketing knowledge, it builds on loyalty theory with an alignment between loyalty and brand relationship quality. The work indicates the degree of strength and emotion that can be developed for a brand, and that if a brand is able to develop a significant relationship