000 02509nam a2200229 a 4500
020 _a9781137427106
008 150527n 000 0 eng d
245 1 0 _aConsumer brand relationships :
_bmeaning, measuring, managing
_cedited by Marc Fetscherin, Tobias Heilmann
260 _aHampshire :
_bPalgrave Macmillan,
_cc2015.
300 _axxiv, 273 p. :
_bill. ;
_c23 cm.
505 0 _aIntroduction: Brand Relationships Rule; Marc Fetscherin And Tobias Heilmann PART I: LOVE AND BRAND RELATIONSHIPS 1. The Role Of Brand Love In Consumer Brand Relationships; Noel Albert And Dwight Merunka 2. Will You Defend Your Loved Brand? Brand Defense Superseding Advocacy; Mansoor Javed, Sanjit Roy, And Bano Mansoor 3. Evolution Of Luxury Brand Love Intensity Over Time; Gachoucha Kretz PART II: PERSONALITY AND SOCIAL GROUPS AND BRAND RELATIONSHIPS 4. The Role Of Product Type And Personality In Brand Love Relationships; Ronald Voorn, Sabrina Hegner, And Ad Pruyn 5. The Personality Of Brand Lovers: An Examination In Fashion Branding; Philipp Rauschnabel, Aaron Ahuvia, Bjorn Ivens, And Alexander Leischnig 6. The Role Of Brands When Children Share Snack Time With Peers; Valerie Hemar-Nicolas, Mathilde Gollety, Coralie Damay, And Pascale Ezan 7. Characteristics Of Consumers' Brand Relationships With Hockey Teams; Samil Aledin PART III: MEASURING AND MANAGING BRAND RELATIONSHIPS 8. A New Consumer Brand Relationships Framework Based On A Grounded Theory Approach; Sreejesh S. And Subhadip Roy 9. Creating Brand Equity And Brand Relationships In The Commodity Market; Antonio Santos Jr., Cid Goncalves Filho, Euler Alves Brandao, And Gustavo Quiroga Souki 10. Find Love: Discovering And Sustaining The Brand-Bond; Ryan Barker And Jeffrey Peacock 11. Measuring And Managing Brand Love: The BERA Platform; Ryan Barker And Jeffrey Peacock.
520 _aConsumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
650 7 _aCustomer relations
_2sears
650 7 _aBranding (Marketing)
_2sears
650 7 _aRelationship marketing
_xResearch
_2sears
700 _aHeilmann, Tobias,
_eEdited by
700 _aFetscherin, Marc,
_eEdited by
005 20170126100809.0
001 60814
003 UOWD
942 _cREGULAR
999 _c26812
_d26812