Brands and Consumer Relationships

  • Don E. SchultzEmail author
  • Martin P. Block
Part of the European Advertising Academy book series (EAA, volume 5)


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.


Product Category Retail Store Manufacturer Product Brand Loyalty Harvard Business School 
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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Medill SchoolNorthwestern UniversityEvanston, ILUSA
  2. 2.Integrated Marketing CommunicationsNorthwestern UniversityEvanston, ILUSA

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