J Relationship Mar
Introduction
Journal of Relationship Marketing, 25(2)
INTEREST CATEGORY: RELATIONSHIP MARKETING
POSTING TYPE: TOCs
Brands as Mentors: Extending the Brand-Consumer Relationship Paradigm
—Gavin L. Fox, Elisabeth K. Gilbert & Keri Larson []
Parasocial Relationship, Brand Attitude, and Purchase Intention: A Dual Mediation Model
—Jiaqi Li, Md Sajjad Hosain & Fahim Uz Zaman []
Business-to-Business Relationship Marketing Research (1983–2022): Topical Trends and Organizing Framework
—Kallol Das, Yogesh Mungra, Sooraj Namboodiri & Anuj Sharma []