Customers and brands

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Abstract:

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory, particularly services marketing. This proposed model presents the internal and external dimensions of brand-relationship strength and illustrate by focusing on one brand how these relate to the consumer's concept of self. In conclusion the paper considers brand management implications for automobile marketers.

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