RT info:eu-repo/semantics/article
T1 Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement
A1 Rodríguez Torrico, Paula
A1 San José Cabezudo, Rebeca
A1 San Martín Gutiérrez, Sonia
K1 Self-brand connection
K1 Channel-mix
K1 Relationship marketing
K1 Product involvement
K1 Economía
K1 Economy
K1 Marketing
AB In the channel-mix era, the customer journey involves combining channels duringall the stages of the decision-making process, such that creating and maintaining relationshipswith consumers poses a challenge to retailers. This work seeks to explore what role brandsplay in this issue by analyzing what impact the perceived benefits of brand channel-mix haveon consumer self-brand connection (SBC) and what their effect is in enduring consumer-brandrelationships (i.e., future channel-mix use and word of mouth (WOM)). This paper alsoexplores the moderating role of product involvement in these relations.
PB Emerald
SN 1061-0421
YR 2024
FD 2024-01
LK http://hdl.handle.net/10259/8688
UL http://hdl.handle.net/10259/8688
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 09-may-2024