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A Relationship Approach to Brand Equity

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Author Info
Carlos Brito () (Faculdade de Economia da Universidade do Porto)
Abstract

Brands 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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File URL: http://www.fep.up.pt/investigacao/workingpapers/08.10.14_wp297.pdf
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Publisher Info
Paper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number 297.

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Length: 25 pages
Date of creation: Oct 2008
Date of revision:
Handle: RePEc:por:fepwps:297

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Related research
Keywords: 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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This page was last updated on 2009-12-17.

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