Parting ways in the marketplace: trajectories of divorce in consumer-brand relationships

Abstract

We analyse the divorce paths of consumers’ relationships with loved brands from consumers’ perspectives. We conducted 20 in-depth interviews with photo-elicitation and graphical sketches. Combining content analysis with song lyrics of Música Popular Brasileira (Popular Brazilian Music), we uncover five divorce trajectories based on sketch patterns: ‘Ultimatum’, ‘Erratic Healing’, ‘Summer Love’, ‘Leap of Faith’, and ‘Downhill’. We offer a framework connecting the brand love maintenance cycle – based on product performance, social experience, and shared values entangled in consumption rituals – with the trajectories identified. Developments of divorce trajectories depend on 1) which maintenance pillar is ruptured and 2) the actor (consumer or brand) responsible. Our findings unveil different processes experienced by consumers and offer contributions for managing consumer-brand relationships, and divorce, more specifically.

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