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      Building Brand Community

      Author(s): , ,
      Publication date Created:
      Publication date (Print):
      Journal: Journal of Marketing
      Publisher: American Marketing Association (AMA)

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          The Norm of Reciprocity: A Preliminary Statement

          Alvin W. Gouldner (1960)
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            The Commitment-Trust Theory of Relationship Marketing

            Robert M. Morgan, Shelby D. Hunt (1994)
            Article 0 comments Cited 1456 times – based on 0 reviews     Review now
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              Consumers and Their Brands: Developing Relationship Theory in Consumer Research

              Susan Fournier (1998)
              Article 0 comments Cited 994 times – based on 0 reviews     Review now
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                Author and article information

                Journal
                Title: Journal of Marketing
                Abbreviated Title: Journal of Marketing
                Publisher: American Marketing Association (AMA)
                ISSN (Print): 0022-2429
                Publication date Created: January 2002
                Publication date (Print): January 2002
                Volume: 66
                Issue: 1
                Pages: 38-54
                Article
                DOI: 10.1509/jmkg.66.1.38.18451
                SO-VID: 5ad3aa64-d4b1-4e52-8a97-cfd34c33ff30
                Copyright statement: © 2002
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                Self URI (article page): http://journals.ama.org/doi/abs/10.1509/jmkg.66.1.38.18451

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