What is it about?
In this research we present a model based on empirical work on the corporate values and HRM policies and practices that support the development of long term consumer-brand relationships.
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Why is it important?
Although there is much research on consumer-brand relationships there is scarce empirical research on how to support the development of this relationships.
Perspectives
According to our research the corporate culture is the key to build long term consumer-brand relationships.
Dr Oriol Iglesias
ESADE Business School
Read the Original
This page is a summary of: How to support consumer-brand relationships, Marketing Intelligence & Planning, April 2015, Emerald,
DOI: 10.1108/mip-10-2014-0196.
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