EN
Consumer Brand Relationships
Abstract
We have investigated the dynamics of how consumer make relationship with brand (non-human entities) that is consumer brand relationships. This relationship is like the same relationship between two people in the society. Meta-analytic literature review has been conducted to explore different aspect of this relationship dynamics. The investigation reveals that brands work as a relationship partners with consumers. Relationship dimensions, which are considered as ground of relationship types, constructed by authors differs resulting different types consumer brand relationships. However, various authors measure relationship quality based on the same ground relationship strength and feelings using different theories. This research has implications for both academicians and practitioners as they can comprehensively conceptualize the consumer brand relationship, its nature, type and dimensions explored by researchers and their present state.
Keywords
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
September 1, 2016
Submission Date
September 1, 2016
Acceptance Date
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Published in Issue
Year 2016 Volume: 6 Number: 4
APA
Ghani, N. H. B. A., & Tuhin, M. K. W. (2016). Consumer Brand Relationships. International Review of Management and Marketing, 6(4), 950-957. https://izlik.org/JA75YP43GH
AMA
1.Ghani NHBA, Tuhin MKW. Consumer Brand Relationships. IRMM. 2016;6(4):950-957. https://izlik.org/JA75YP43GH
Chicago
Ghani, Noor Hasmini Binti Abd, and Mohammad Kashedul Wahab Tuhin. 2016. “Consumer Brand Relationships”. International Review of Management and Marketing 6 (4): 950-57. https://izlik.org/JA75YP43GH.
EndNote
Ghani NHBA, Tuhin MKW (September 1, 2016) Consumer Brand Relationships. International Review of Management and Marketing 6 4 950–957.
IEEE
[1]N. H. B. A. Ghani and M. K. W. Tuhin, “Consumer Brand Relationships”, IRMM, vol. 6, no. 4, pp. 950–957, Sept. 2016, [Online]. Available: https://izlik.org/JA75YP43GH
ISNAD
Ghani, Noor Hasmini Binti Abd - Tuhin, Mohammad Kashedul Wahab. “Consumer Brand Relationships”. International Review of Management and Marketing 6/4 (September 1, 2016): 950-957. https://izlik.org/JA75YP43GH.
JAMA
1.Ghani NHBA, Tuhin MKW. Consumer Brand Relationships. IRMM. 2016;6:950–957.
MLA
Ghani, Noor Hasmini Binti Abd, and Mohammad Kashedul Wahab Tuhin. “Consumer Brand Relationships”. International Review of Management and Marketing, vol. 6, no. 4, Sept. 2016, pp. 950-7, https://izlik.org/JA75YP43GH.
Vancouver
1.Noor Hasmini Binti Abd Ghani, Mohammad Kashedul Wahab Tuhin. Consumer Brand Relationships. IRMM [Internet]. 2016 Sep. 1;6(4):950-7. Available from: https://izlik.org/JA75YP43GH