SWOCC’s Consumer brand relationship model

Maarten Tolboom

The consumer brand relationship model is based on the notion that these two groups are engaged in a 'relationship'.

SWOCC's Consumer brand relationship model

Maarten Tolboom

The consumer brand relationship model gives insight into the different relationships between consumers and their brands. The idea that consumers and brands can relate to each other is referred to as 'brand relationship' or 'consumer-brand relationship.' The concept is seen as an important topic, because it is linked to such advantages as reduced marketing costs, ease of access, new customers, customer retention, and increased profit.

Research on consumer-brand relationships is motivated by a desire to extend the concept of brand loyalty and to offer a new perspective on the management of brand equity....

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