Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review

Mónica Gómez-Suárez
Mónica Gómez-Suárez
Noemí Martínez-Caraballo
Noemí Martínez-Caraballo

FRONTIERS IN PSYCHOLOGY, pp. 2522017.

Cited by: 5|Views8

Abstract:

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, t...More

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