کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882202 911923 2013 4 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Broadening (and narrowing) the scope of brand relationships
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Broadening (and narrowing) the scope of brand relationships
چکیده انگلیسی

The Attachment–Aversion Relationship Model proposed by Park, Eisingerich, and Park represents the latest in a series of attempts to expand, refine, and validate the increasingly popular concept of brand relationships. We find much value in the effort. We suggest, however, that researchers should avoid indiscriminate use of the term and focus on identifying the unique contribution that the notion of brand relationships can make to theory and practice. We also note how the present model could be expanded to achieve this objective.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 23, Issue 2, April 2013, Pages 265–268
نویسندگان
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