Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/336956 
Year of Publication: 
2025
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 42 [Issue:] 2 [Year:] 2025 [Pages:] 14-23
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Traditional views of brand loyalty overlook its evolving nature in today's digital landscape. Through a systematic theoretical analysis of brand-consumer relationships, we reveal how loyalty manifests through different relationship depths and propose a conceptual framework for building meaningful connections in an era of constant change.
Document Type: 
Article

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