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Customer relationship building: The role of brand attractiveness and consumer-brand identification
(
Elsevier B.V.
, 2016 , Article)
Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates ...
Consumers as volunteers? The influence of value congruence on consumers' voluntary performance
(
Palgrave Macmillan
, 2023 , Article)
The study explores how consumer-brand value congruence affects the quality of consumer relationships and drives the propensity to leave and consumers' voluntary performance. It also examines how the quality of consumer-brand ...