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Broadening (and narrowing) the scope of brand relationships
Author(s) -
Alba Joseph W.,
Lutz Richard J.
Publication year - 2013
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2013.01.005
Subject(s) - scope (computer science) , value (mathematics) , focus (optics) , marketing , psychology , term (time) , computer science , business , physics , quantum mechanics , machine learning , optics , programming language
The Attachment–Aversion Relationship Model proposed by Park, Eisingerich, and Park represents the latest in a series of attempts to expand, refine, and validate the increasingly popular concept of brand relationships. We find much value in the effort. We suggest, however, that researchers should avoid indiscriminate use of the term and focus on identifying the unique contribution that the notion of brand relationships can make to theory and practice. We also note how the present model could be expanded to achieve this objective.