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- Title
Ensayo Aproximación teórica al branding relacional: de las teorías de Fournier a las brand communities.
- Authors
FERNÁNDEZ-GÓMEZ, Jorge David; GORDILLO-RODRÍGUEZ, María Teresa
- Abstract
In the present days, communication is highly influenced by the existence of multiple nets of relationships. Brand management focuses on the consideration of the relational side of consumers, thus concepts as "engagement" or "conversation" are constantly promoted. As a consequence, theories studying consumer-brand relationships are growing. Indeed, this tendency is now evolving towards the consideration of consumer-brand-consumer relationships. This paper is a theoretical approach to relational branding theories, focusing on their origins, development and consolidation. Furthermore, new brand management tendencies are addressed, those seeking emotional connection points with consumers in order to meet their needs of participation.
- Publication
Mediterranean Journal of Communication / Revista Mediterránea de Comunicación, 2015, Vol 6, Issue 1, p131
- ISSN
2530-0024
- Publication type
Article
- DOI
10.14198/MEDCOM2015.6.1.08