PT  - JOURNAL ARTICLE
AU  - Max Blackston
TI  - Observations: Building Brand Equity by Managing the Brand's Relationships
AID  - 10.2501/JAR-40-6-101-105
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 101--105
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/101.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/101.full
SO  - J Advert Res2000 Nov 01; 40
AB  - This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1992, Blackston looks at the definition and meaning of brands, and contends that as corporate brands become more prominent players in consumer marketing so will the importance of the twin pillars of relationship marketing - trust in the brand and customer satisfaction.