Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships
Abstract This article proposes a novel theory, based on relational paradoxes, to explain how consumers enable or disable their relationships with brands over time. Analysis of data from in-depth, longitudinal interviews with 26 consumers reveals four relational tensions and seven actions that consum...
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| Published in: | The Journal of consumer research 2021-12, Vol.48 (4), p.610-632 |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
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