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.

Perspectives

This paper will help people to know how to conceptualize modern marketing concepts. It is not only for researchers or managers but also to individuals as consumers. It was a pleasure to collaborate with my colleagues in clearly explaining these two terms.

MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid

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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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