Inter-relationships between Relationship Marketing, Branding and Services: Implications
نویسنده
چکیده
In this paper we describe the contexts in which relationship marketing has been used and in particular, focus on its usefulness in describing consumer-brand relationships. This is perhaps its most recent application and one which we believe is particularly fruitful in assisting brand managers in understanding consumer-brand relationships, for furthering academic understanding of relationship marketing and as a focus of future research. In particular, we examine the potential for research on consumer-brand relationships in the service context.
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