The dialogue between social perception and consumer-brand relationship theories opens new opportunities for studying brands as intentional agents. To advance branding research in the spirit of interdisciplinary inquiry, we propose to investigate the process of anthropomorphism through which...

Our commentary seeks to inform the nature of consumers' brand relationships by focusing on the negative pole of Park et al.'s Attachment-Aversion continuum. We argue that the distinction between positively- and negatively-valenced relationships matters, and open opportunities to further our...