Costa, Ana SofiaPilotto, Julia2024-12-042024-12-042024-01-242024-01-24http://hdl.handle.net/10362/176211This paper aims to contribute to the literature on relationship quality from brands to customers by analyzing how this construct is impacted by product innovation, environmental responsibility and product involvement. These influences were explored in the German automotive industry, using multiple linear regressions. Results reveal a positive relation between these factors and relationship quality. Given the limited number of existing research in this area, this thesis is significant in helping to understand the dynamics as well as providing insights for managers operating in the German automotive sector.engProduct innovationEnvironmental responsibilityProduct involvementRelationship qualityAutomotive industrymaster thesis203680677