The said three paradigms, though all accentuating the power of consumer-brand relationships, conceptualize and measure its antecedents and consequence from diversified theoretical perspectives. Such diversity represents vigor of theoretical
construction but also leads to managerial uncertainty about how to take most appropriate actions to put consumer-brand relationships to best use for service brand marketing. Specifically, in terms of building consumer-brand relationships, what can be the best strategic management approach? Should the service brand marketer deal with the multiple relationship components aggregately as a single factor (the brand relationship quality paradigm), or focus more on the mediation effect of relationship commitment (the relationship commitment paradigm), or pay particular attention to the passionate love for the brand (the brand love paradigm)?
The said three paradigms, though all accentuating the power of consumer-brand relationships, conceptualize and measure its antecedents and consequence from diversified theoretical perspectives. Such diversity represents vigor of theoreticalconstruction but also leads to managerial uncertainty about how to take most appropriate actions to put consumer-brand relationships to best use for service brand marketing. Specifically, in terms of building consumer-brand relationships, what can be the best strategic management approach? Should the service brand marketer deal with the multiple relationship components aggregately as a single factor (the brand relationship quality paradigm), or focus more on the mediation effect of relationship commitment (the relationship commitment paradigm), or pay particular attention to the passionate love for the brand (the brand love paradigm)?
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