Consumer Brand Relationships

Noor Hasmini Binti Abd Ghani; Mohammad Kashedul Wahab Tuhin

Article Details

Consumer Brand Relationships

Authors:

Noor Hasmini Binti Abd Ghani | Mohammad Kashedul Wahab Tuhin

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.950-957

Document Type:

Article

Publication Date:

8/2016

Document Language:

Turkish

Document ID (Org No.):

2000821588

Frequency:

Bimonthly

eISSN:

2146-4405

Abstract:

 

We have investigated the dynamics of how consumer make relationship with brand (non-human entities) that is consumer brand relationships. This relationship is like the same relationship between two people in the society. Meta-analytic literature review has been conducted to explore different aspect of this relationship dynamics. The investigation reveals that brands work as a relationship partners with consumers. Relationship dimensions, which are considered as ground of relationship types, constructed by authors differs resulting different types consumer brand relationships. However, various authors measure relationship quality based on the same ground relationship strength and feelings using different theories. This research has implications for both academicians and practitioners as they can comprehensively conceptualize the consumer brand relationship, its nature, type and dimensions explored by researchers and their present state.

Article Details

Consumer Brand Relationships

Authors: Noor Hasmini Binti Abd Ghani | Mohammad Kashedul Wahab Tuhin

Publisher: İlhan ÖZTÜRK

Journal: International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.950-957

Document Type: Article

Publication Date: 8/2016

Document Language: Turkish

Document ID (Org No.): 2000821588

Frequency: Bimonthly

eISSN: 2146-4405

Issues

Authors:

Noor Hasmini Binti Abd Ghani | Mohammad Kashedul Wahab Tuhin

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.950-957

Document Type:

Article

Publication Date:

8/2016

Document Language:

Turkish

Document ID (Org No.):

2000821588

Frequency:

Bimonthly

eISSN:

2146-4405