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Branding has long been recognized as one of the most powerful marketing processes that allow a firm to effectively set its offerings apart from those of competitors as well as to gain a competitive edge in the global marketplace. Scholars have made noteworthy contributions to this knowledge base; however, more progress can be realized. This chapter reviews relevant literature with an emphasis on constructs representing widely studied consumer responses to branding, including relationship quality, emotional brand attachment, customer brand identification, brand equity, brand switching, and brand loyalty. The constantly evolving market conditions lead to new research questions that potentially help businesses further overcome managerial challenges and expand the brand management literature. As a result, several open questions relating to brand coolness, customer engagement, psychological brand ownership are posed to inspire the next generation of empirical and conceptual efforts around branding.

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