A Relationship Approach to Brand Equity
AbstractBrands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the relationships they establish with consumers. In this line, this working paper develops a holistic model on the basis of a relational perspective of brand equity.
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Bibliographic InfoPaper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number 297.
Length: 25 pages
Date of creation: Oct 2008
Date of revision:
brand; relationship marketing; interaction; brand equity; awareness; image; loyalty; attachment; emotion;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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