Introduction
Every customer interaction with the brand, whether at the point of sale, by telephone or on the internet, before or after purchase, to solve a problem, or obtain information, puts their satisfaction to test. The way the brand addresses interactions with consumers contributes to the overall assessment of brand quality.
Customer-brand relationship is a central concept in marketing and management research and practice (e.g., Krishna & Kim, 2021). The investment that customers make in their relationships with brands is a determining factor of their relational satisfaction (Sung & Campbell, 2009; Zainol et al., 2014, p. 319). The concept of...