Add to ORKGWe have investigated the dynamics of how consumer make relationship with brand (non-human entities) that is consumer brand relationships.This relationship is like the same relationship between two people in the society.Meta-analytic literature review has been conducted to explore different aspect of this relationship dynamics.The investigation reveals that brands work as a relationship partners with consumers.Relationship dimensions, which are considered as ground of relationship types, constructed by authors differs resulting different types consumer brand relationships.However, various authors measure relationship quality based on the same ground relationship strength and feelings using different theories.This research has implications fo...
Customers find it difficult to differentiate between competing products based on their functional as...
This article critically examines consumer–brand relationships from the perspective of interpersonal ...
Purpose - This paper aims to investigate the effect of product category on consumer brand relationsh...
Although the relationship metaphor dominates contemporary marketing thought and practice, surprising...
A stream of branding researchers considered brands as an active partner of human and this concept is...
"The creation and management of customer relationships is fundamental to the practice of marketing. ...
The concept of relationship marketing emerged from services and business-to-business marketing. Most...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
An emerging perspective in marketing theoiy and practice is to consider consumers entering a range o...
-“This is the author’s accepted manuscript. The final publication is available at Springer via http:...
To advance understanding of how well different types of brand relationships drive customer brand loy...
The idea of brand relationships is neither novel nor outrageous; it is rather the way of thinking ab...
2014 dissertation for MSc in International Business Management. Selected by academic staff as a good...
To advance understanding of how well different types of brand relationships drive customer brand loy...
The literature on emotional relationships with brands has been steadily growing for the past decade,...
Customers find it difficult to differentiate between competing products based on their functional as...
This article critically examines consumer–brand relationships from the perspective of interpersonal ...
Purpose - This paper aims to investigate the effect of product category on consumer brand relationsh...
Although the relationship metaphor dominates contemporary marketing thought and practice, surprising...
A stream of branding researchers considered brands as an active partner of human and this concept is...
"The creation and management of customer relationships is fundamental to the practice of marketing. ...
The concept of relationship marketing emerged from services and business-to-business marketing. Most...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
An emerging perspective in marketing theoiy and practice is to consider consumers entering a range o...
-“This is the author’s accepted manuscript. The final publication is available at Springer via http:...
To advance understanding of how well different types of brand relationships drive customer brand loy...
The idea of brand relationships is neither novel nor outrageous; it is rather the way of thinking ab...
2014 dissertation for MSc in International Business Management. Selected by academic staff as a good...
To advance understanding of how well different types of brand relationships drive customer brand loy...
The literature on emotional relationships with brands has been steadily growing for the past decade,...
Customers find it difficult to differentiate between competing products based on their functional as...
This article critically examines consumer–brand relationships from the perspective of interpersonal ...
Purpose - This paper aims to investigate the effect of product category on consumer brand relationsh...