Fostering international brand loyalty through committed and attached relationships

The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversi...

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Bibliographic Details
Published in:International business review 2011-10, Vol.20 (5), p.521-534
Main Author: Tsai, Shu-pei
Format: Article
Language:English
Subjects:
Beziehungsmarketing
Brand attachment
Brand attachment Brand commitment Holistic consumer experience International brand loyalty Relationship-building approach
Brand commitment
Brands
Business management
Holistic consumer experience
International brand loyalty
International market
Internationales Marketing
Loyalty
Markenführung
Markentreue
Marketing
Modellierung
Relationship-building approach
Strategic planning
Symbolism
Utilitarianism
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