Lasting liaisons

Date of publication: February 8, 2006

Catalogue: Brandmatters 2006

Abstract:

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps the authors have experienced and encountered in the practitioner world with a few thoughts on new ways of managing and looking at this bond. Their quest has been focused on two key aspects: one, the very essence of what relationships mean, and two, the impact of culture on the way people form these relationships.

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