What is it about?
This article helps to understand consumer-brand relationships which are especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. This article provides a review of two key concepts implied in such relationships: brand love and engagement.
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Why is it important?
It is important because it explains two relevant concepts that companies are using to develop their approach to consumers.
Read the Original
This page is a summary of: Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review, Frontiers in Psychology, February 2017, Frontiers, DOI: 10.3389/fpsyg.2017.00252.
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