Chapter

Advances in Advertising Research (Vol. V)

Volume 5 of the series European Advertising Academy pp 245-265

Date:

Brands and Consumer Relationships

  • Don E. SchultzAffiliated withMedill School, Northwestern University Email author 
  • , Martin P. BlockAffiliated withIntegrated Marketing Communications, Northwestern University

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Abstract

Brands, no matter how defined, have been identified by marketers as a primary ingredient in effectively and efficiently differentiating their products and services from those of competitors, thus, gaining marketplace advantage (Aaker, 1996). Marketers’ brand-building activities have assumed increasingly important relationships between brand owners and brand buyers/users and that they are critical to their ongoing success.