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ABSTRACT 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.
Max Blackston (2000) studied this question.