Fetscherin, Marc; Boulanger, Michèle; Gonçalves Filho, Cid - In: Journal of Product & Brand Management 23 (2014) 2, pp. 78-89
Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft...