Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882203 | Journal of Consumer Psychology | 2013 | 6 Pages |
Abstract
The primary purpose of our target article was to theoretically argue and empirically demonstrate that it is possible to elevate the customer–brand relationships to the desired level of human relationships by offering three types of self-relevant benefits. In this response, we discuss the major comments provided by each set of commentators, which are insightful and thought-provoking. It is our hope that this dialogue will open up a new avenue for future research regarding the nature and management of customer–brand relationships.
Keywords
Related Topics
Social Sciences and Humanities
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Marketing
Authors
C. Whan Park, Andreas B. Eisingerich, Jason Whan Park,