search query: @author O'Malley, L. / total: 12
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| Author: | O'Malley, L. Tynan, C. |
| Title: | The utility of the relationship metaphor in consumer markets: a critical evaluation. |
| Journal: | Journal of Marketing Management
1999 : OCT, VOL. 15:7, p. 587-602 |
| Index terms: | Consumer markets Marketing strategy Cognition Psycholinguistics |
| Language: | eng |
| Abstract: | The popularity currently enjoyed by relationship marketing obscures a host of problems relating to the apparent domain extension into consumer markets. This paper appraises the process of metaphoric transfer, evaluates the utility of the interpersonal relationship metaphor in the context of mass consumer markets and highlights important implications for theory development in this field. |
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