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BRAND RELATIONSHIPS: Analysis has additionally explored the private element of the relationship between a whole and its customers. Fournier (1998) examined the character of relationships that customers have – moreover as need to possess – with firms (see additionally Fournier and Yao (1997) and Fournier, et al. (1998)). Fournier views whole relationship quality as varied and consisting of six dimensions on the far side loyalty or commitment on that consumer brand relationships vary: 1) self-concept affiliation, 2) commitment or unhappy attachment, 3) behavioral reciprocity, 4) love/passion, 5) intimacy, and 6) whole partner quality. She suggested the subsequent assortment of metaphors to represent common customer-brand relationships: 1) Organized marriages, 2) Casual friends/buddies, 3) Marriages of convenience, 4) Committed partnerships, 5) Best friendships, 6) Compartmented friendships, 7) Kinships, 8) rebounds/avoidance-driven relationships, 9) Childhood friendships, 10) Courtships, 11) Dependencies, 12) Flings, 13) Enmities, 14) Secret affairs, and 15) Enslavements. While this assortment contains most positive relationships, it's going to overlook a variety of possible negative (e.g., adversary) and neutral (e.g., mercantilism partner) ones. Asker et al. (2004) conducted a two-month longitudinal investigation of the event and evolution of relationships between customers and types. They found that 2 factors – experiencing a transgression and also the temperament of the whole – had a big influence on organic process 5 form and dynamics. Agawam (2004) explored however relationship norms varied for 2 kinds of relationships: exchange relationships, within which advantages are given to others to urge one thing back, and communal relationships, within which advantages are given to point out concern for other’s needs.