The Importance of the Interdependence in the Relationship With Brands

The Importance of the Interdependence in the Relationship With Brands

The study proposes a breakthrough in brand relationship literature by proposing a scale for measuring interdependence with brands. As a secondary contribution, it evaluates the influence of this construct on loyalty. Two specific contexts were analyzed during empirical phase: sports shoes and jeans....

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Bibliographic Details
Main Authors: Elder Semprebon, Eliane Cristina Francisco Maffezzolli, Clara Marcia Ribeiro, Paulo Henrique Muller Prado
Format: Article
Language:Portuguese
Published: Emerald Publishing 2014-12-01
Series:REGE Revista de Gestão
Subjects:
Interdependência
Marcas
Marketing de Relacionamento
Online Access:http://www.revistas.usp.br/rege/article/view/99954

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