TY  - JOUR
T1  - Assessing Relationship Quality Elements by Using the Conceptual Approach of
Customer-Based Brand Equity (CBBE): A Literature Review
AU - Gholami, S. 
JO  - Journal of Engineering and Applied Sciences
VL  - 12
IS  - 5
SP  - 1060
EP  - 1076
PY  - 2017
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2017.1060.1076
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2017.1060.1076
KW  - value
KW  -Customer Based Brand Equity (CBBE)
KW  -Relationship Quality (RELAQUAL)
KW  -long-term relation
KW  -firm
KW  -customer
KW  -framework
AB  - 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.
ER  -