Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a...

This paper is part of a doctoral study of how direct marketing affects brand commitment in the financial services sector. The research explores how to build consumer‐brand commitment within a UK personal finance context, focusing on retail banking. This paper reviews brand loyalty and brand...