Consumers and their brands developing relationship theory

consumers and their brands developing relationship theory

Sorry, this document isn't available for viewing at this time. In the meantime, you can download the document by clicking the 'Download' button above. Citation: Susan Fournier () Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer. Argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship.

consumers and their brands developing relationship theory

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