Firms are increasingly recognizing that brands are most valuable assets (Madden et al. 2006) and the role of brands in everyday consumption is pervasive. Given the considerable research on the various forms of relationships between brands and consumers (Sprott et al. 2009), marketing practice suggests that branding is an effective differentiation strategy enabling a statement of identification for the product, the firm, and the consumer (Schembri 2009). In addition, branding is evolving away from a functional focus and toward recognition of the relationships that consumers have with specific brands. This experiential view of branding is emerging in the brand and marketing literature as an effective and comprehensive way of understanding brand-consumer relationship (Schembri 2009).
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