The understanding of how customers establish their relationship with brands has attracted much attention over the years and has become a topic of interest in social and economic discussions. The concept of Customer Brand Relationship has been considered an important concept due to its intangibility and complex in nature. Although this seems to be the case, there have been limited attempts to examine its formation and development as well as its application in the service setting particularly in the context of university. For instance, there are still very few books on Customer Brand Relationship that really emphasize on its origin and other important issues such as its context, theories, antecedents and consequences pertaining to its formation and development.
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