Relationship marketing: a high‐involvement product attribute approach

Relationship marketing: a high‐involvement product attribute approach This study investigates consumers’ affective attachments toward products, based on generalizable and managerially relevant product attributes. Two surveys of 123 consumers found that high‐involvement, high‐meaning products tend to share ten common attributes. The managerial implications of each attribute are discussed, including specific ways that brand managers and new product development teams can engineer relationships between brands and customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Relationship marketing: a high‐involvement product attribute approach

Journal of Product & Brand Management, Volume 7 (1): 21 – Feb 1, 1998

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610429810209700
Publisher site
See Article on Publisher Site

Abstract

This study investigates consumers’ affective attachments toward products, based on generalizable and managerially relevant product attributes. Two surveys of 123 consumers found that high‐involvement, high‐meaning products tend to share ten common attributes. The managerial implications of each attribute are discussed, including specific ways that brand managers and new product development teams can engineer relationships between brands and customers.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Feb 1, 1998

Keywords: Customer loyalty; Involvement; New product development; Product design

References

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