‘The Value-Congruity Relationship Model’
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Date
2009-08-21Author
Kaul, Subhashini
Khokle, Pradyumana
Koshy, Abraham
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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.
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