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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Loureiro, S. M. C. (2019). Promoting brand relationships. Journal of Promotion Management. 25 (3), 301-303
Exportar Referência (IEEE) 
S. M. Loureiro,  "Promoting brand relationships", in Journal of Promotion Management, vol. 25, no. 3, pp. 301-303, 2019
Exportar BibTeX 
@null{loureiro2019_1782497627661,
	year = "2019",
	url = "https://www.tandfonline.com/journals/wjpm20"
}
Exportar RIS 
TY  - GEN
TI  - Promoting brand relationships
T2  - Journal of Promotion Management
VL  - 25
AU  - Loureiro, S. M. C.
PY  - 2019
SP  - 301-303
SN  - 1049-6491
DO  - 10.1080/10496491.2019.1557804
UR  - https://www.tandfonline.com/journals/wjpm20
AB  - Promoting brand relationships (PBR) refers to multiple online–offline relationships established and maintaining among stakeholders (particularly consumers) and also between each stakeholder and a certain brand. This conceptualization starts with the idea that human anthropomorphize inanimate objects and can think about brands as if they were human characters. In fact, brands cannot act, think, or feel by themselves, but can live and evolve through their managers and exist as a partner in a dyadic relationship. In this perspective, the theories of relationship between two partners or individuals can be brought and adapted into the relationship between the consumer and their brands. Some examples of such theories are interdependency theory, relationship investment, and theories of attraction/avoidance. Yet, PBR integrates findings from diverse literature: marketing, advertising, brand management, psychology.
ER  -