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Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin has co-authored an article titled “Models for Brand Relationships Mindset” in the Journal of Product and Brand Management.

The article discusses and presents the Brand Relationship Wheel, a new unified model which categorizes various brand relationship concepts by their degree of intensity. Fetscherin and his co-authors extend this model by presenting an overall Brand Relationship Framework of how brand building contributes to the development of relationships and outcomes for companies.

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