...Brian D. Till; Linda I. Nowak Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important...

... that the information provided is misleading or inconsistent with their needs, they will not continue the relationship. © MCB UP Limited 1998 Alliances Commitment Relationship marketing Trust My bank wants to have a relationship with me. Research shows that when customers have two or more...