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Keywords: Brand‐consumer relationships
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Journal Articles
Brand network maps: A multidimensional approach to brand‐consumer relationships in the New Zealand pharmacy industry
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International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 55–70.
Published: 30 March 2012
... needs to be managed to maximise customer brand knowledge and the desired image of the brand owner. Theory development, such as brand‐consumer relationships (BCR's) and social exchange theory (SET), have led to these areas becoming major threads of the branding literature. BCR is a means of going...
