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| Tekijä: | Veloutsou, C. |
| Otsikko: | Identifying the dimensions of the product-brand and consumer relationship |
| Lehti: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2, p. 7-26 |
| Asiasana: | brands relationship marketing |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the role of brands in the development of bonds with customers. The paper presents a measurement instrument for brand relationships and reports the findings of a study which aims to unfold the dimensions of a customer relationship of a product brand. |
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