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Showing 1 to 1 of 1 for “"consumer-brand interaction"”.
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Conceptualizing the consumer-brand relationship as a truly dyadic process
The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? …