‘The Value-Congruity Relationship Model’

dc.contributor.author	Kaul, Subhashini
dc.contributor.author	Khokle, Pradyumana
dc.contributor.author	Koshy, Abraham
dc.date.accessioned	2009-08-21T09:09:19Z
dc.date.available	2009-08-21T09:09:19Z
dc.date.copyright	2006-10
dc.date.issued	2009-08-21T09:09:19Z
dc.identifier.uri	http://hdl.handle.net/11718/222
dc.description.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.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;2006-10-07
dc.subject	Interpersonal relationship
dc.subject	Consumer
dc.title	‘The Value-Congruity Relationship Model’	en
dc.type	Working Paper	en