Handbook of Brand Relationships - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Brand Relationships write by Deborah J. MacInnis. This book was released on 2014-12-18. Handbook of Brand Relationships available in PDF, EPUB and Kindle. Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
'Luxury Branding,' in the Handbook of Brand Relationships
'Luxury Branding,' in the Handbook of Brand Relationships - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook 'Luxury Branding,' in the Handbook of Brand Relationships write by Vanessa Patrick. This book was released on 2020. 'Luxury Branding,' in the Handbook of Brand Relationships available in PDF, EPUB and Kindle. Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
Building Consumer-Brand Relationship in Luxury Brand Management
Building Consumer-Brand Relationship in Luxury Brand Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Building Consumer-Brand Relationship in Luxury Brand Management write by Rodrigues, Paula. This book was released on 2020-10-23. Building Consumer-Brand Relationship in Luxury Brand Management available in PDF, EPUB and Kindle. Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Strong Brands, Strong Relationships
Strong Brands, Strong Relationships - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Strong Brands, Strong Relationships write by Susan Fournier. This book was released on 2015-06-12. Strong Brands, Strong Relationships available in PDF, EPUB and Kindle. From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
Consumer-Brand Relationships
Consumer-Brand Relationships - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Consumer-Brand Relationships write by Susan Fournier. This book was released on 2012-03-29. Consumer-Brand Relationships available in PDF, EPUB and Kindle. The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. 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.
