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Brands as Mentors: Extending the Brand-Consumer Relationship Paradigm

Gavin L. Fox et al.

Journal of Relationship Marketing2025https://doi.org/10.1080/15332667.2025.2488689article
AJG 1ABDC B
Weight
0.50

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https://doi.org/https://doi.org/10.1080/15332667.2025.2488689

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@article{gavin2025,
  title        = {{Brands as Mentors: Extending the Brand-Consumer Relationship Paradigm}},
  author       = {Gavin L. Fox et al.},
  journal      = {Journal of Relationship Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/15332667.2025.2488689},
}

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Brands as Mentors: Extending the Brand-Consumer Relationship Paradigm

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.