A Relationship Approach to Brand Equity

Carlos Brito ()
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Carlos Brito: Faculdade de Economia da Universidade do Porto

FEP Working Papers from Universidade do Porto, Faculdade de Economia do Porto

Abstract: Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the relationships they establish with consumers. In this line, this working paper develops a holistic model on the basis of a relational perspective of brand equity.

Keywords: brand; relationship marketing; interaction; brand equity; awareness; image; loyalty; attachment; emotion (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 25 pages
Date: 2008-10
New Economics Papers: this item is included in nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:por:fepwps:297

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