Customers and brands
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.
- This could also be of interest