The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is...

This research looks at the psychosocial content and nature of the concept of the digital lifestyle when applied to pre-teens and teenagers. The concept of lifestyle is analyzed to assess whether the digital technological context is an acceptable framework to characterize the daily life of...