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Marketing Theory
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Brands as relationship facilitators in consumer markets

Cleopatra Veloutsou

University of Glasgow, UK, C.Veloutsou{at}lbss.gla.ac.uk

This paper examines two types of relationships that consumers form around brands. First there are direct brand and consumer relationships, while the second are the links that a consumer develops with other consumers around brands. This includes brand communities, brand tribes and brand sub-cultures.

Key Words: brand communities • brand relationship • brand sub-cultures • brand tribes

Marketing Theory, Vol. 9, No. 1, 127-130 (2009)
DOI: 10.1177/1470593108100068
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