Validation of brand relationship types using advanced clustering methods

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.