Customers and brands - strengthening the relationship

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory, particularly services marketing.

Customers and brands – strengthening the relationship

Richard Brookes Department of Marketing, The University of Auckland, New Zealand

Kirsti Lindberg-Repo Hanken Swedish School of Economics and Business Administration, Finland

INTRODUCTION

Successful brand management requires an understanding of the strength of a consumer's relationship with those brands they consider to be of some 'meaning' to them. Marketers know that some brands evoke extremely high relational aspects and therefore care is needed for, as Advertising Age(2005) said: “We have just two words for any marketer toying with the idea of updating a venerable, iconic, brand: New Coke”. This...

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