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Relationship marketing: a high‐involvement product attribute approach

Charles L. Martin (Associate Professor of Marketing, Department of Marketing and Entrepreneurship, Wichita State University, Wichita, Kansas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 1998

16281

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.

Keywords

Citation

Martin, C.L. (1998), "Relationship marketing: a high‐involvement product attribute approach", Journal of Product & Brand Management, Vol. 7 No. 1, pp. 6-26. https://doi.org/10.1108/10610429810209700

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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