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Consumer-Brand Relationships

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Attachment Avoidance
Behavioral Brand Commitment
Brand Attachment
brand attachment models
Brand Communities
Brand Identity
Brand Love
Brand Management
Brand Marketing
Brand Perception
Brand Relationship Quality
Brand Relationships
Branding
Branding in Marketing
Branding Strategies
Casual Social Networks
Category=KJS
Consumer Behavior
Consumer Behaviour
Consumer Brand Relationships
Consumer Relationship Marketing
consumer relationship measurement methods
Consumer Relationships
Consumer Response
Corporate Identity
Corporate Identity Management
Corporate Visual Identity Systems
Enthusiast Social Networks
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Filene's Basement
Filene’s Basement
High Involvement Categories
identity-based consumption
Interpersonal Relationship Theories
IOS
IOS Scale
Latent Model Construct
Managerial Applicability
Match Maker
negative brand response
parasocial interaction
Relationship Closeness
relationship marketing theory
Select Club
Self-brand Connections
social media branding research
Young Man

Product details

  • ISBN 9780415783132
  • Weight: 840g
  • Dimensions: 152 x 229mm
  • Publication Date: 06 Mar 2013
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline.

While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies.

With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
About
Susan Fournier is Associate Professor and Dean's Research Fellow at Boston University, USA. Her research explores the creation and capture of value through branding and brand relationships and she has received five awards for her published work. She is an Editorial Board member of the Journal of Consumer Research and Journal of Marketing amongst others　 Michael Breazeale is Assistant Professor of Marketing at University of Nebraska at Omaha, USA. His primary areas of research include the consumption of experiences and emotional branding. Mike has published articles in publications such as International Journal of Market Research, Marketing Management Journal and Journal of Business Research Marc Fetscherin is an Associate Professor of the Crummer Graduate School of Business and the International Business Department at Rollins College, USA. His research has been published in leading academic journals such as International Business Review, International Marketing Review, European Journal of Marketing and Journal of Brand Management