Perceived Brand Relationship Orientation: Conceptual Analysis and Dimensions Identification

Abstract The literature on Perceived brand relationship orientation cannot be easily integrated due to the non-consensual designation of this concept. Moreover, managerial implications can hardly be deduced with the global unidimensional operationalizations of this concept. Then, the present research aims at (1) deepening the conceptual understanding of Perceived brand relationship orientation and associating it with a consensual and integrative definition, and (2) identifying its different dimensions through a qualitative study which used 23 semi-structured interviews and two focus groups. As result, Perceived brand relationship orientation declines into six reflexive dimensions: (1) Endeavor in relational communication, (2) Endeavor in physical and psychological proximity, (3) Endeavor to create a warm atmosphere, (4) Endeavor directed toward the mutuality of benefits, (5) Endeavor in continuous innovation, and (6) Endeavor in personalization. Therefore, it is recommended to move away from conceptualizing Perceived brand relationship orientation as a one-dimensional global perception and to exploit its multiple dimensions to adjust brand’s strategy to consumers’ expectations in term of brand relationship orientation.