Influencing factors of relationship benefit based on consumer-brand relationship

As two important concepts of relationship marketing, brand relationship and relationship benefits have received more and more attention by marketing scholars. Previous research focused on relationship based on personal relationship and the outcomes of relationship benefits. This paper investigated the relationship among brand personality, consumer personality traits and their perception of relationship benefits by means of empirical study of 204 consumers. Using SEM (Structural Equation Model), the results indicate that different dimensions of brand personality have different effects on the different kinds of relationship benefit. Also, need for social affiliation and Need for variety of the consumer have different influences on relationship benefits.