search query: @author Blackston, M. / total: 4
reference: 3 / 4
| Author: | Blackston, M. |
| Title: | A brand with an attitude: a suitable case for treatment |
| Journal: | Journal of the Market Research Society
1992 : JUL, VOL. 34:3, p.231-241 |
| Index terms: | ATTITUDES CREDIT CARDS MARKETING INFORMATION COMMUNICATION BRANDS |
| Language: | eng |
| Abstract: | The relationship with brands is defined as the interaction between consumers' attitudes towards the brand, and the brand's "attitudes" towards the consumer. Consumers' relationships with credit card brands are analysed. Two relationships are described: card holder who respects the credit card, and the other who is intimidated by it. Only the way they perceive the credit card's attitude distinguishes the two groups. The concept is extended to corporate brands, and relationships with corporate brands are investigated. Brand relationships' relevance for marketing communication is discussed. |
SCIMA