Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect

@article{Chaudhuri2001ProductclassEO,
  title={Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect},
  author={Arjun Chaudhuri and M. Holbrook},
  journal={Journal of Brand Management},
  year={2001},
  volume={10},
  pages={33-58}
}
The authors extend the study of relational exchanges to consumer markets using brands as the units of analysis. They propose certain product-class determinants (perceived differences between brands, hedonic and utilitarian values, brand-choice risk) as determinants of brand commitment and brand outcomes (market share, advertising-to-sales ratio). With special relevance to the phenomenon of relational exchange, brand trust and brand affect are modelled as intervening variables in the process… Expand

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