The objectives of the current study were to explore the nature of the brandconsumer relationship and to describe the characteristics of the loyalty that consumers had with their brands. Forty-four consumers of Nokia and Ericsson mobile phones, and Nescafe and Moccona instant coffees were in-depth interviewed and participated in focus group discussion. It was found that the consumers had stronger relationship and higher level of loyalty with high-equity brands (i.e., Nokia and Nescafe) than with low-equity brands (i.e., Ericsson and Moccona). However, low-involvement product (i.e., instant coffee) generated stronger relationship and higher level of loyalty with their consumers than high-involvement product (i.e., mobile phone) did. Finally, various patterns were found in the brand-consumer relationship (e.g., marriages of convenience, best friendship, committed partnership, dysfunction, intimidation, distant respect)
