Abstract

MEJIA, Juan Camilo  and  ARCOS ROSAS, Mario Fernando. BRAND RELATIONSHIP: PERSPECTIVES ANALYZES AND TRANSCENDING IN MANAGEMENT. Tend. [online]. 2020, vol.21, n.2, pp.242-265. ISSN 0124-8693.  https://doi.org/10.22267/rtend.202102.149.

This review describes and analyzes the state of research about Brand Relationship in the world, based on a review of articles in English published in journals that are listed in ABI Inform (Proquest), Web of Science (WoS) and Scopus (Elsevier) in the period from 2000 to 2020. A database of approximately 144 articles was built from the year the article, author, journal name, country, and method were published. employed in the study. It can be seen after the review that in recent years the topic has taken hold and there is a proliferation of articles related directly to the field treated or to its dimensions, however, there are directly controversies about previous postulates by renowned authors on the subject. The different dimensions of the topic are discussed together with its main concept, what is being investigated and the contribution this has for brand managers, concluding with some future research gaps.

JEL: M3; M30; M31; M32; M37; M39

Keywords : brand relationship; brand personality; brand management; brand dimensions; brand identity; brand equity..

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