Relationship marketing: a high‐involvement product attribute approach
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
:MCB UP Ltd
Copyright © 1998, MCB UP Limited