Customers and brands - strengthening the relationship

Richard Brookes and Kirsti Lindberg-Repo

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

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