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This dimension of quality combines elements of both the product and user-based approaches. Measurable product attributes are involved, and brands can usually be ranked objectively on at least one dimension of performance.
Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and disposal of a product.
Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships.
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