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

  title={Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect},
  author={Arjun Chaudhuri and Morris B. Holbrook},
  journal={Journal of Brand Management},
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… 
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