Brand relationship
For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchase, customer lifetime value, customer advocacy, and communities of like-minded individuals organized around brands. Research has progressed with inspiration from attitude theory and, later, socio-cultural theories, but a perspective introduced in the early 1990’s offered new opportunities and insights. The new paradigm focused on the relationships that formed between brands and consumers: an idea that had gained traction in business-to-business marketing scholarship where physical relationships formed between buyers and sellers. A consumer-brand relationship, also known as a brand relationship, is the relationship that
primaryTopic
Brand relationship
For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchase, customer lifetime value, customer advocacy, and communities of like-minded individuals organized around brands. Research has progressed with inspiration from attitude theory and, later, socio-cultural theories, but a perspective introduced in the early 1990’s offered new opportunities and insights. The new paradigm focused on the relationships that formed between brands and consumers: an idea that had gained traction in business-to-business marketing scholarship where physical relationships formed between buyers and sellers. A consumer-brand relationship, also known as a brand relationship, is the relationship that
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For more than half a century, ...... topic of brand relationships.
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42,876,620
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744,206,987
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Relationships are process phenomena: they develop as consumers and brands interact in a series of exchange encounters.
All relationships can be mappe ...... d be treated by a given brand.
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For more than half a century, ...... ship, is the relationship that
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Brand relationship
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