Max Blackston

Brand Love is not Enough

A Theory of Consumer Brand Relationships in Practice

• Gebundenes Buch

Produktbeschreibung

This trailblazing book introduces the concept of "brands' attitude", filling the gap in our understanding of consumers' brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 162
• Erscheinungstermin: 26. März 2018
• Englisch
• Abmessung: 235mm x 157mm x 14mm
• Gewicht: 397g
• ISBN-13: 9781138039810
• ISBN-10: 1138039810
• Artikelnr.: 52208174

Autorenporträt

Max Blackston is a founding partner at BlackBar Consulting, USA. He is a brand strategist, market researcher, and consumer psychologist with a long track record of innovation in the consumer sciences. His work, where he conceptualized the first original theory of consumer brand relationships, has gained wide recognition both in the academic world and by fellow practitioners, and has been published and reprinted in many countries.

Inhaltsangabe

1. What are Brands' Attitudes
2. The Theory of Relational Branding
3. Relationships with Packaged Goods Brands
4. Relationships with Prestige Brands
5. Consumer Brand Relationships and Risk
6. Relationships with Corporate Brands
7. Universal Brand Relationships
8. Modeling CBR and the Value of Branded Businesses
Appendix: Researching Brand Relationships