Consumer-Brand Relationships (eBook, PDF)

Theory and Practice
Redaktion: Fournier, Susan; Fetscherin, Marc; Breazeale, Michael

• Format: PDF

Produktbeschreibung

The creation and management of customer relationships is fundamental to the practice of marketing and marketers have long maintained a keen interest in these relationships. The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that may inform theory and company best practices.

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 456
• Erscheinungstermin: 29. März 2012
• Englisch
• ISBN-13: 9781136470981
• Artikelnr.: 38272398

Autorenporträt

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

Inhaltsangabe

Foreword Introduction: The Why, How, and So What of Consumers'
Relationships with Their Brands Part I: The "What" of Brand Relationships:
Exploring Brand Relationship Varieties and Type 1. When is our Connection
to Brands like our Connection to People?: Differentiating between
Consumer-Brand Relationships and Interpersonal Relationships 2. Exploring
Relationship Analogues in the Brand Space 3. Understanding Negative
Consumer Responses: Motivations for the Brand Avoidance Relationship 4.
Brand Flings: When Great Brand Relationships Are Not Made to Last 5.
Examining Childhood Consumption Relationships 6. Mental Accounting in
Consumer-Brand Relationships Part II: Understanding Consumer-Brand
Relationship Bonds: Brand Love and Other Strength Indicators 7. Love
Actually?: Measuring and Exploring Consumers' Brand Love 8. Brand Love:
Interpersonal or Parasocial Love Relationships? 9. Brand Relationship
Quality - Conceptualization and Measurement: Results of a Cross-Industry
Study in the German Consumer Market 10. Brand Forgiveness: How Close Brand
Relationships Influence Forgiveness 11. Relationships Are Complicated: On
Construct Validity when Consumer-Brand Relationships are Systems Part III:
How Goals and Identity Drive Consumers' Relationships with their Brands
12. This Store Just Gets Me!: Customer Chemistry and its Role in Identity
Construction 13. Beyond Relationship: Metaphor Transfer and Beyond 14.
Teenagers' Purposive Brand Relationships: From Social Filters to Shoulders
to Lean On 15. Brands Can Be like Friends: Goals and Interpersonal Motives
Influence Attitudes toward Preferred Brands Part IV: Managerial
Applications and Extensions of Consumer-Brand Relationship Ideas 16. Firing
Your Best Customers 17. On the Complexity of Managing Brands in a Social
Media World 18. Corporate Identity and its Reflective Effect in Developing
Brand Relationships 19. Brand Humanity: Transforming the Business of
Building Brands Final Reflections: So Where Do We Go from Here?