In recent years, the notion of consumer-brand relationships has received increasing attention from services-related researchers and practitioners, who deem it highly contributory to maximizing the performance of service brand marketing (e.g. Sweeney and Chew, 2000; Ekinci et al., 2004; Fullerton, 2005; O’Loughlin and Szmigin, 2008; Zhang and Bloemer, 2008). Consumer-brand relationships refer to the psychological bonds formed between the consumer and the brand. Building such relationships is believed as essential element in fostering strong and durable brand loyalty of target consumers. In relevant studies of consumer-brand relationships three theoretical paradigms have emerged: brand relationship quality, relationship commitment and brand love.