Molinillo, Sebastian; Japutra, Arnold; Nguyen, Bang; … - In: Marketing Intelligence & Planning 35 (2017) 2, pp. 166-179
Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand...