Which of the following correctly describes some of the attributes of brand relationship quality reported by Fournier (1998)?
A) Sales promotional discounts and consumer commitment
B) Emotional attachment with brands, self-brand connection, feeling of extensive familiarity with brand, perceptions of brands as partners
C) Advertising expenditures and sales promotional efforts
D) Reference group qualities and positive attitudes

Question

Quizplus · Accepted Answer

Fournier (1998) emphasizes the importance of emotional attachment, self-brand connection, extensive familiarity, and the perception of brands as partners in defining the quality of brand relationships. These factors contribute to a deeper, more personal connection between consumers and brands, beyond mere transactional interactions.

Which of the Following Correctly Describes Some of the Attributes