A4 Article in conference proceedings
Customer-Brand Relationships in the Context of Digital Brands (2022)

Paananen, T., Frank, L., & Kemppainen, T. (2022). Customer-Brand Relationships in the Context of Digital Brands. In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 495-510). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.31

JYU authors or editors

Publication details

All authors or editorsPaananen, Tiina; Frank, Lauri; Kemppainen, Tiina

Parent publication35th Bled eConference : Digital Restructuring and Human (Re)action

Parent publication editorsPucihar, Andreja; Kljajić Borštnar, Mirjana; Bons, Roger; Sheombar, Anand; Ongena, Guido; Vidmar, Doroteja


  • Bled eConference

Place and date of conferenceBled, Slovenia26.-29.6.2022


Publication year2022

Pages range495-510

Number of pages in the book824

PublisherUniversity of Maribor

Publication countrySlovenia

Publication languageEnglish


Persistent website addresshttps://press.um.si/index.php/ump/catalog/view/691/927/2342-1

Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/83313


This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand loving denotes that a beloved digital brand is favored in the long term, but the brand is not considered irreplaceable. Brand addiction occurs when a customer has an irreplaceable, intimate, and dependent relationship with the digital brand. All the found relationship types need further investigation in future research.

Keywordsbrandsbrandingbranded productscustomersyoung adultsdigital marketingmarketing communicationcustomer loyalty

Free keywordsdigital brands; customer-brand relationships; brand liking; brand attachment; brand love; brand addiction

Contributing organizations

Related projects

Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-03-04 at 21:46