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A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations, and Identify Future Research Priorities

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  • Noel Albert
  • Matthew Thomson

Abstract

We conduct a text-mining analysis of 287 articles representing the consumer-brand relationship (CBR) literature from 1999 to 2015. We propose that the CBR domain is reflected by 71 constructs, of which less than half can be considered important. We structure the domain by identifying its seven major research streams as well as demarcating their respective evolution and emotional features. Using the original data and incorporating a second corpus based on the articles included in the current Journal of the Association for Consumer Research issue on “Brand Relationships, Emotions, and the Self,” we outline a collection of insights that define opportunities for future research.

Suggested Citation

  • Noel Albert & Matthew Thomson, 2018. "A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations, and Identify Future Research Priorities," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 130-146.
    • Handle: RePEc:ucp:jacres:doi:10.1086/696825
    DOI: 10.1086/696825
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    Cited by:

    1. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    2. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    3. Richard Huaman-Ramirez & Noël Albert & Dwight Merunka, 2019. "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism," Post-Print hal-02118515, HAL.

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