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Investing in the Brand-Customer Relationship

  • Andrew Wileman
  • Michael Jary

Abstract

After investment in quality store brand development, the next most important and effective brand investment a retailer can make is in building the brand-customer relationship. Mass marketing, as with producer brands, can and is used to communicate and position the brand with consumers; but retailers have a greater capacity than producers to use an even more powerful tool, namely the building of direct customer relationships.

Keywords

Producer Brand Individual Customer Brand Personality Sales Performance Brand Awareness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Andrew Wileman and Michael Jary 1997

Authors and Affiliations

  • Andrew Wileman
  • Michael Jary

There are no affiliations available

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