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evolution of consumer brand relationship research
Abstract:

The main objective of this paper is to find out the evolution of the consumer brand researches which have passed couple of decades. For this the researchers evaluate the paper published from 1980s to 2010s. The research finds that consumer brand relationship researches have passed different evolution stage. The first decade is considered as emerging period of the concept as metaphor analogous from interpersonal relationship research. The second stage is considered as deeply enrooting the concept through various research findings. The third decade is considering as spreading its branches in different facets. Lastly, in recent time it is found that the concept is generalized from different country and product categories associated with exploring its sources and consequences. The research is unique in its kind as there is lack of research in consumer brand relationship finding out evolutionary trends. The research is significant for the present and future researchers as they will get the overall scenario of consumer brand relationship research, its present status and research trends which will give them future research directions

Keywords: Brand , Consumer Brand Relationship , Relationship Partner , Evolution of Brand Relationship
Author(s): Noor Hasmini Abd Ghani, Kashedul Wahab Tuhin
Source: emy of Strategic Management Journal Volume 17, Issue 1, 2018
Subject: بازاریابی
Category: مقالات ترجمه شده - دانلود ترجمه مقاله
Release Date: 2018
No of Pages: 9
Price(Tomans): 0
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