Relationship fading in business-to-consumer context

Joanna Pokorska, Andrew Farrell, Heiner Evanschitzky, Kishore Pillai

Research output: Chapter in Book/Published conference outputConference publication


The objective of this paper is to explain the phenomenon of relationship fading in a business-to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brand
is like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.
Original languageEnglish
Title of host publicationEMAC 2013 : 42nd annual EMAC conference
Subtitle of host publicationlost in translation
EditorsSelime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Publication statusPublished - 2013
Event42nd EMAC annual conference 2013 - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013


Conference42nd EMAC annual conference 2013
Abbreviated titleEMAC 2013
Other42nd annual European Marketing Academy Conference


  • fading
  • trajectory
  • relationship


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