Deborah J. Macinnis, C. Whan Park, Joseph W. Priester

Handbook of Brand Relationships (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This book discusses the meaning, significance, and measurement of brand relationships; and, the critical connections between consumers and the brand.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 432
• Erscheinungstermin: 18. Dezember 2014
• Englisch
• ISBN-13: 9781317469186
• Artikelnr.: 42042186

Autorenporträt

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.