کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1018969 | 940378 | 2007 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Brand relationship quality and its value for personal contact
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Although the consumer–brand relationship idea is widely discussed, some argue that certain brands are more suitable for relationships than other brands. The present study shows that brands indeed differ in terms of perceived relationship quality. Especially brands with a unique and exciting personality qualify more likely for the role of partner. Moreover, the results suggest that it is worth the effort to invest in such relationships because better relationships reduce the fear of inadequate privacy protection.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 60, Issue 6, June 2007, Pages 627–633
Journal: Journal of Business Research - Volume 60, Issue 6, June 2007, Pages 627–633
نویسندگان
Edith Smit, Fred Bronner, Maarten Tolboom,