A01=C. Whan Park
A01=Deborah J. MacInnis
A01=Joseph W. Priester
advanced brand relationship measurement
attachment
Attitude Certainty
Attitude Strength
Author_C. Whan Park
Author_Deborah J. MacInnis
Author_Joseph W. Priester
Brand Attachment
Brand Attitudes
Brand Evaluations
Brand Extension
Brand Extension Evaluations
Brand Meanings
Brand Relationship
Brand's Linkage
brands
Brand’s Linkage
Category=KJS
Co-branding Alliances
Company's CSR
Company’s CSR
connections
consumer
Consumer Brand Interactions
Consumer Brand Relationships
consumer-brand attachment
corporate social responsibility
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
evaluation
evaluative judgment models
extension
meaning
Message Recipient
parent
Parent Brand
Persuasion Variables
Persuasive Message
reference group influence
Relationship Maintenance
relationship norms
Relationship Transgressions
self-brand
Self-brand Connections
Self-expansion Model
self-expansion theory
strong
Strong Brand Attachment
Strong Brand Relationships
Young Men
Product details
- ISBN 9780765623577
- Weight: 1020g
- Dimensions: 174 x 246mm
- Publication Date: 15 Oct 2009
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
C. Whan Park is the Joseph A. DeBell Professor of Marketing and Director of the University of Southern California’s Center for Global Branding. He has published numerous articles in leading marketing journals, such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. His current research is in the areas of brand attachment, branding strategy, and consumers’ aesthetic experiences. He is an editorial board member of the Journal of Marketing. He is active in executive education nationally and around the world. He currently serves as editor of the Journal of Consumer Psychology. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California. Her research focuses on consumer behavior with an emphasis on emotion, persuasion, and branding. She is an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. She has served on the editorial review boards of the top journals in marketing and consumer behavior. She won the Alpha Kappa Psi Award from the Journal of Marketing and the best article award from Seoul National Journal for her work on branding and management. She is also a recipient of the Journal of Marketing’s Maynard Award and has been nominated for several other awards, including the Converse Award. She is a past president and past treasurer of the Association for Consumer Research and has received Marshall, USC, and national teaching awards. Joseph R. Priester is Associate Professor of Marketing at the Marshall School of Busi[1]ness, University of Southern California. His research focuses on brand attachment, attitudes, and creativity. He is serving or has served as an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. He is also a member of the editorial review board of the Journal of the Academy of Marketing Science. He is a past president of the Society for Consumer Psychology. He is also the recipient of the Marshall School Teaching Award.
