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Publication Detailed Description
5th International Consumer Brand Relationships, Conference proceedings
Year (definitive publication)
2017
Language
English
Country
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Abstract
The effectiveness of long-term relationships with business partners has been getting
more attention in recent years from both academics and managers. This study explores a
dyadic perspective of wine producers and distributors that identified Brand Focus as
new sub-construct of Long-term Relationship Sustainability and Brand Power as new
sub-construct of Power, employed to describe the Relationship Quality (RQ) between
two important players of the market. The main findings highlight contributions made to
brand relationships acting as facilitators of RQ in the wine sector
Acknowledgements
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Keywords
Relationship quality,Brand focus,Brand power,Long-term relationship sustainability,Power,Wine sector
