{"id":{"repo_id":"lsu-thes","oai_identifier":"oai:repository.lsu.edu:gradschool_dissertations-1781"},"canonical_url":"https://search.dev.ndltd.org/etd/lsu-thes/oai:repository.lsu.edu:gradschool_dissertations-1781","repository":{"repo_id":"lsu-thes","name":"Lousiana State University","base_url":"https://repository.lsu.edu/do/oai/"},"display":{"title":"Conceptualizing the consumer-brand relationship as a truly dyadic process","abstract":"The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR context—the consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBI—including a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered. The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the manager’s role is considered—thereby providing managerial and theoretical implications.","abstract_html":"The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR context—the consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBI—including a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered. The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the manager’s role is considered—thereby providing managerial and theoretical implications.","abstract_has_math":false,"creators":["Foster, Jamye"],"institution":"Marketing (Business Administration)","degree_name":"Doctor of Philosophy (PhD)","degree_level":"Dissertation","degree_discipline":"Marketing","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2010,"date_issued":"2010-01-01T08:00:00Z","date_published":"2010-01-01T08:00:00Z","updated_at":"2026-07-24T02:58:17Z","subjects":["consumer-brand relationship","relationship marketing","branding","customer relationship","transactional interaction","dyadic relationship","social interaction","consumer-brand interaction","consumer behavior"],"languages":[],"rights":["unrestricted","Release the entire work immediately for access worldwide."],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["etd-01262010-125830","https://repository.lsu.edu/gradschool_dissertations/782"],"render_values":[{"text":"etd-01262010-125830","href":null,"code":true},{"text":"https://repository.lsu.edu/gradschool_dissertations/782","href":"https://repository.lsu.edu/gradschool_dissertations/782","code":true}]}]},"links":{"outbound_url":"https://doi.org/10.31390/gradschool_dissertations.782","outbound_label":"DOI","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Foster, Jamye"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2009-12-14"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2022-05-12T23:09:58Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Marketing"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Philosophy (PhD)"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Marketing (Business Administration)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["consumer-brand relationship","relationship marketing","branding","customer relationship","transactional interaction","dyadic relationship","social interaction","consumer-brand interaction","consumer behavior"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["unrestricted","Release the entire work immediately for access worldwide."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["etd-01262010-125830","10.31390/gradschool_dissertations.782","https://repository.lsu.edu/gradschool_dissertations/782"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR context—the consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBI—including a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered. The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the manager’s role is considered—thereby providing managerial and theoretical implications."]},{"key":"dc:title","label":"Title","values":["Conceptualizing the consumer-brand relationship as a truly dyadic process"]}]}],"canonical_facts":{"dc:creator":["Foster, Jamye"],"dc:date":["2009-12-14"],"dc:date.available":["2022-05-12T23:09:58Z"],"dc:description.abstract":["The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly dyadic process (rather than a parasocial relationship). At the end of Essay 1, a conceptual definition of the CBR is presented, and the importance of two types of interactions (transactional and social) is stressed. Essay 2 focuses more on the level of interaction in the CBR context—the consumer-brand interaction (CBI). Through a qualitative research design, several interaction themes in the CBR context were discovered, and the result was a comprehensive description of the CBI—including a definition and identification of five relevant CBI dimensions. The CBI and these dimensions were empirically examined in Essay 3. Through the development of a measurement scale for CBI and dimensions, a structural model representing the relationships between these constructs could be tested. In addition, moderating effects of interaction type (transactional and social) were considered. The essays provide a better understanding of the CBR by first focusing in on the individual interactions (CBIs) that actually create those relationships. And by considering the CBR as a truly dyadic process, the manager’s role is considered—thereby providing managerial and theoretical implications."],"dc:identifier":["etd-01262010-125830","10.31390/gradschool_dissertations.782","https://repository.lsu.edu/gradschool_dissertations/782"],"dc:rights":["unrestricted","Release the entire work immediately for access worldwide."],"dc:subject":["consumer-brand relationship","relationship marketing","branding","customer relationship","transactional interaction","dyadic relationship","social interaction","consumer-brand interaction","consumer behavior"],"dc:title":["Conceptualizing the consumer-brand relationship as a truly dyadic process"],"thesis:degree_discipline":["Marketing"],"thesis:degree_level":["Dissertation"],"thesis:degree_name":["Doctor of Philosophy (PhD)"],"thesis:institution_name":["Marketing (Business Administration)"]},"updated_at":"2026-07-24T02:58:17Z"}