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Validation of Brand Relationship Types Using Advanced Clustering Methods

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Quantitative Marketing and Marketing Management

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Abstract

In this article we reanalyze the findings of an existing study on consumer-brand relationships conducted in Germany. Based on the data of more than nine hundred consumers and using advanced clustering methods, our study in principle supports the former findings indicating the existence of four generic types of consumer-brand relationships. These types are characterized as “best friendship,” “unemotional purpose-based relationship,” “loose contact,” and “happy partnership.” Furthermore, as the findings suggest, advanced methods of cluster analysis do not improve the solution provided by traditional clustering in each case.

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Author information

Authors and Affiliations

  1. Technische Universität Braunschweig, Braunschweig, Germany

    Wolfgang Fritz PhD & Michael Kempe PhD

  2. Volkswagen Consulting, Volkswagen AG, Wolfsburg, Germany

    Bettina Lorenz PhD

Authors
  1. Wolfgang Fritz PhD
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  2. Michael Kempe PhD
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  3. Bettina Lorenz PhD
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Editor information

Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

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Fritz, W., Kempe, M., Lorenz, B. (2012). Validation of Brand Relationship Types Using Advanced Clustering Methods. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_15

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