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 |
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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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