@article{MAKHILLJEAS201712514213,
    title = {Assessing Relationship Quality Elements by Using the Conceptual Approach of
Customer-Based Brand Equity (CBBE): A Literature Review},
    journal = {Journal of Engineering and Applied Sciences},
    volume = {12},
    number = {5},
    pages = {1060-1076},
    year = {2017},
    issn = {1816-949x},
    doi = {jeasci.2017.1060.1076},
    url = {https://makhillpublications.co/view-article.php?issn=1816-949x&doi=jeasci.2017.1060.1076},
    author = {S.},
    keywords = {value,Customer Based Brand Equity (CBBE),Relationship Quality (RELAQUAL),long-term relation,firm,customer,framework},
    abstract = {This study aims to contribute to the debate on the arena of brand and relationship marketing. This
review was provided an archived of past research points relevant the studies of brand and relationship
marketing to explore, analyze and develop a clear understanding regarding the various topics and
methodologies applied in relationship quality elements and Customer-Based Brand Equity (CBBE) approaches
published articles. This review identifies different theoretical and methodological characteristics of the way in
which relationship quality elements and CBBE schemes are proposed in the relationship marketing context. The
literature review covers many areas such as; common elements of relationship quality, highlighted CBBE
schemes, role of brand equity in conducted researches, long-term relational outcomes and the relevant
approaches and dual value between customer and relationship quality. Many research gaps were identified in
these fields. To fill theses gaps and future researches, several propositions were proposed. The study was
provided great benefits for marketers, practitioners, researchers and educators though providing a clearer
outlook and deep understanding for all the issues related to the field of brand and relationship marketing.}
    }