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A Relationship Approach to Brand Equity


  • Carlos Brito

    () (Faculdade de Economia da Universidade do Porto)


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.

Suggested Citation

  • Carlos Brito, 2008. "A Relationship Approach to Brand Equity," FEP Working Papers 297, Universidade do Porto, Faculdade de Economia do Porto.
  • Handle: RePEc:por:fepwps:297

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    More about this item


    brand; relationship marketing; interaction; brand equity; awareness; image; loyalty; attachment; emotion;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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