Skip to main content

Identifying the Dimensions of the Product-Brand and Consumer Relationship

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

The concept of relationship marketing emerged from services and business-to-business marketing. Most of the research analysing the relationships themselves focuses on the social links formed between people and the needed supporting processes. However, companies can use their brands to develop and maintain links with their customers. The research on the role of brands in the development of bonds with the customers is still very limited, especially for consumer goods as opposed to consumer services. This paper reports the findings of a study which aimed to unfold the dimensions of the consumer relationship with product brand. It identifies two separate dimensions, which may be used to describe the consumer-brand relationship.

Keywords: BRAND RELATIONSHIPS; BRANDS; RELATIONSHIP MARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725707X177892

Publication date: February 1, 2007

More about this publication?
routledg/jmm/2007/00000023/F0020001/art00002
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more