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Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious
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Handbook of Research on Retailer-Consumer Relationship Development
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Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With t
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Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and ho