Modern love: Exploring loyalty in a time of evolving brand-consumer relationships

Snigdha Pandey and Lisa Krick

Marketing Review St.Gallen, 2025, vol. 42, issue 2, 14-23

Abstract: Traditional views of brand loyalty overlook its evolving nature in today's digital landscape. Through a systematic theoretical analysis of brand-consumer relationships, we reveal how loyalty manifests through different relationship depths and propose a conceptual framework for building meaningful connections in an era of constant change.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:336956

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