Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review
FRONTIERS IN PSYCHOLOGY, pp. 2522017.
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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