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http://hdl.handle.net/11718/222| Title: | ‘The Value-Congruity Relationship Model’ |
| Authors: | Kaul, Subhashini Khokle, Pradyumana Koshy, Abraham |
| Keywords: | Interpersonal relationship;Consumer |
| Issue Date: | 21-Aug-2009 |
| Series/Report no.: | WP;2006-10-07 |
| Abstract: | Marketers have always aimed at improving quality of relationship with consumers. Recent efforts exploring into brand-consumer relationships indicates that individuals use the interpersonal relationship elements to forge associations with brands and stores. This paper draws from interpersonal literature to develop a value-congruity model of relationship where four district 'circles' are identified. Each circle is associated with a set of values and relationship progression is conceived of as a movement inwards based on value-congruity. |
| URI: | http://hdl.handle.net/11718/222 |
| Appears in Collections: | Working Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2006-10-07_skaul.pdf | 395.96 kB | Adobe PDF | View/Open |
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