Abstract

BRITO, Carlos. A relational perspective of brand equity. Rev. Portuguesa e Brasileira de Gestão [online]. 2010, vol.9, n.1-2, pp.49-63. ISSN 1645-4464.

Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as links between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the relationships they establish with consumers. In this line, this working paper develops a holistic model on the basis of a relational perspective of brand equity.

Keywords : Brand; Relationship Marketing; Interaction; Brand Equity; Awareness; Image; Loyalty; Attachment; Emotion.

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