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Keywords: Symbolism
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Journal Articles
Journal of Business & Industrial Marketing (2003) 18 (6-7): 607–626.
Published: 01 December 2003
.... Suggests that this segment is located between and betwixt the business‐to‐business and the consumer markets as both utilitarian‐driven (brand trust) and symbolic/value‐driven (brand affect) criteria are necessary for establishing long‐term relationships. Suggests that investigating the role of brand affect...
