Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph - In: Foundations and Trends(R) in Marketing 1 (2008) 3, pp. 191-230
This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the...