Brands as relationship facilitators in consumer markets

Veloutsou, C. (2009) Brands as relationship facilitators in consumer markets. Marketing Theory, 9(1), pp. 127-130. (doi:10.1177/1470593108100068)

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Abstract

This paper examines two types of relationships that consumers form around brands. First there are direct brand and consumer relationships, while the second are the links that a consumer develops with other consumers around brands. This includes brand communities, brand tribes and brand sub-cultures.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Veloutsou, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Marketing Theory
Publisher:SAGE Publications
ISSN:1470-5931
ISSN (Online):1741-301X

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