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Using the theory of indigenous interpersonal relationship and the metaphor of the brand-as-relationship-partner(BARP),the authors develop the theoretical construct of consumer-brand relationship in Chinese context and raise a framework dimensioning brand relationship that consists of four basic types including "family","good friend","cooperation partner",and "acquaintance".This article reports the findings of two studies that show the acceptability of the theoretical construct.In study 1,the authors examine the relationship metaphor that adapts to evaluate the consumer-brand relationship in Chinese context.In study 2,the authors further examine the concurrent validity between brand relationship types and brand relationship quality,and demonstrate the predictive capacity of brand relationship types to evaluate overall brand equity and its outcomes.The type of "family" shows the strongest effect at the high-relationship level,while the type is "good friend" at the low-relationship level.

Consumer-brand relationship in the context of Chinese culture: A theoretical construct and empirical study