TITLE

Toward the Development of Relationship Theory at the Level of the Product and Brand

AUTHOR(S)
Fournier, Susan
PUB. DATE
January 1995
SOURCE
Advances in Consumer Research;1995, Vol. 22 Issue 1, p661
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The article presents summaries from a special session at the "Advances in Consumer Research" conference titled "Toward the Development of Relationship Theory at the Level of the Product and Brand." Individual presentations discussed include "Quasi-Social Relationships: The Love of Things," by Aaron Ahuvia, "Brand Relationship Quality: The Glue that Keeps the Relationship Together," by Susan Fournier, and "Breakdown and Dissolution of Person-Brand Relationships," by Mary Fajer and John Schouten.
ACCESSION #
83374042

 

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