English, Article, Journal or magazine article edition: A Relationship Approach to Brand Equity Carlos Brito

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Bookmark: http://trove.nla.gov.au/version/182358
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • A Relationship Approach to Brand Equity
Author
  • Carlos Brito
Physical Description
  • preprint
Notes
  • Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/​companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the relationships they establish with consumers. In this line, this working paper develops a holistic model on the basis of a relational perspective of brand equity.
  • brand, relationship marketing, interaction, brand equity, awareness, image, loyalty, attachment, emotion
  • RePEc:por:fepwps:297
Language
  • English
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