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Keywords: Relationship quality
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Journal Articles
Exploring consumer‐brand relationship quality and identification: Qualitative evidence from cosmetics brands
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Qualitative Market Research: An International Journal (2012) 15 (1): 33–56.
Published: 13 January 2012
...Erifili Papista; Sergios Dimitriadis Purpose The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer‐brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship...
