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.

Kirsti Lindberg-Repo

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Richard Brookes

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