A Relationship Approach to Brand Equity

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.

MoreLess

Year of publication:	2008-10
Authors:	Brito, Carlos
Institutions:	Faculdade de Economia, Universidade do Porto
Subject:	brand \| relationship marketing \| interaction \| brand equity \| awareness \| image \| loyalty \| attachment \| emotion

More details

Extent:	application/pdf
Series:	FEP Working Papers.
Type of publication:	Book / Working Paper
Language:	Portuguese
Notes:	25 pages
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005031606