Fetscherin Publishes Article in Journal of Product and Brand Management
April 05, 2021
By Stephanie Rizzo ’09
The piece was developed in collaboration with faculty from the University of Glasgow and the University of North Texas.
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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