M Nessrallah - 2011 - spectrum.library.concordia.ca
This thesis begins by reviewing extant literature on the self-concept in consumption, and then extends to the formation of a relationship between one's self-concept and a given brand …
While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of brand relationships through the lens of …
Conflicts can occur in a variety of brand-relationship contexts, whether pertaining to poor service or product failure or to companies' violations in regard to moral or legal issues …