E-Book, Englisch, 294 Seiten
Fetscherin / Heilmann Consumer Brand Relationships
2015
ISBN: 978-1-137-42712-0
Verlag: Palgrave Macmillan UK
Format: PDF
Kopierschutz: 1 - PDF Watermark
Meaning, Measuring, Managing
E-Book, Englisch, 294 Seiten
ISBN: 978-1-137-42712-0
Verlag: Palgrave Macmillan UK
Format: PDF
Kopierschutz: 1 - PDF Watermark
Consumer 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.
Autoren/Hrsg.
Weitere Infos & Material
1;Cover;1
2;Title;4
3;Copyright;5
4;Dedication;6
5;Contents;8
6;List of Figures;10
7;List of Tables;11
8;Foreword;13
9;Acknowledgments;15
10;Notes on Contributors;17
11;Brand Relationships Rule;26
12;Part I Love and Brand Relationships;38
12.1;1 Role of Brand Love in Consumer Brand Relationships;39
12.2;2 Will You Defend Your Loved Brand?;55
12.3;3 Evolution of Luxury Brand Love Intensity over Time;79
13;Part II Personality and Social Groups, andBrand Relationships;105
13.1;4 Product Type and Personality in Brand Relationships;106
13.2;5 The Personality of Brand Lovers;131
13.3;6 Role of Brands When Children Share Snacks;146
13.4;7 Brand Relationships with Hockey Teams;169
14;Part III Measuring and Managing Brand Relationships;185
14.1;8 A New Consumer Brand Relationships Framework;186
14.2;9 Brand Relationships in the Commodity Market;219
14.3;10 Discovering and Sustaining the Brand Bond;245
14.4;11 Measuring and Managing Brand Love: The BERA Platform;264
15;Brands Index;282
16;General Index;284
17;Names Index;291
