Understanding Consumer-Service Brand Relationships: A Case Study Approach
نویسنده
چکیده
Despite widespread recognition and application of the relationship marketing principle, little empirical work has been done in terms of adopting the relational metaphor at the consumer-brand level. A notable exception is a study by Fournier (1998) in the context of consumer goods. To our knowledge, however, no research has been conducted based on relationship marketing at the consumer-brand level in the service domain. This study seeks to address this limitation by examining the relational phenomena between consumers and service brands. Specifically, the study develops a typology of different relationship types.
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