Brand relationships are complex constructs that reflect the emotional, cognitive and behavioural bonds developed between consumers and brands over time. These bonds may be nurtured through direct ...

Trust is the foundation of every successful brand-consumer relationship, but it’s also fragile. As consumers become more aware of how their data is collected and used, their expectations for ...

Navigating the complex landscape of contemporary marketing, I've often grappled with a compelling yet elusive challenge: quantifying the value of emotion in branding. As a chief marketing officer, my ...

Consumer‐brand relationships encompass a spectrum of emotional bonds ranging from affinity and attachment to indifference and aversion. While much scholarship has addressed the positive facets of ...

Nearly 70% of consumers will pay more for brands that they love. That is the epitome of successful relationship marketing. It involves getting to know customers by truly understanding who they ...

A frustrated traveler tweeted at an airline about a long delay, expecting a robotic reply. Instead, the AI-powered chatbot recognized their urgency, responded with empathy, and offered a meal voucher ...