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J. Service Science Management, 2010, 3, 206-217 doi:10.4236/jssm.2010.32025 Published Online June 2010 (http://www.SciRP.org/journal/jssm) Brand Relationships: A Personality-Based Approach 1 2 3 Helena M. Nobre , Kip Becker , Carlos Brito 1Instituto Superior de Administração e Gestão (ISAG), Rua do campo Alegre, Portugal; 2Administrative Sciences Department, Bos- ton University, Boston, USA; 3Universidade do Porto–Faculdade de Economia, R. Dr. Roberto Frias, Portugal. Email: hnobre2@, kbecker@, cbrito@fep.up.pt Received February 21st, 2010; revised April 2nd, 2010; accepted May 8th, 2010. ABSTRACT The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sam- ple of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the under- standing of brand personality. Keywords : Brand Personality, Brand Relationships, Interpersonal Relationship Theory 1. Introduction the same constructs of the two Ideals of Relationships: Intimacy-Loyalty and Passion [12]. A review of the con- Some authors consider brand as a partn