Fetscherin, Marc; Guzman, Francisco; Veloutsou, Cleopatra; … - In: Journal of Product & Brand Management 28 (2019) 2, pp. 133-139
Purpose: This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach: This paper is an editorial based mainly on a literature...