... in a negative relationship with a brand. Additionally, the authors found that children report having an active or passive relationship role according to the characteristics of the brand relationship. Moreover, despite their young age, children report having broken up relationships with several brands...

...Cleopatra Veloutsou Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust...