Consumer-Brand Relationships

Theory and Practice

Business & Finance, Marketing & Sales
Cover of the book Consumer-Brand Relationships by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781136470974
Publisher: Taylor and Francis Publication: March 29, 2012
Imprint: Routledge Language: English
Author:
ISBN: 9781136470974
Publisher: Taylor and Francis
Publication: March 29, 2012
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book The Cultural Dimensions of Sino-Japanese Relations: Essays on the Nineteenth and Twentieth Centuries by
Cover of the book Priorities in Teacher Education by
Cover of the book The Family Context of Parenting in Children's Adaptation to Elementary School by
Cover of the book Worlds of Knowing by
Cover of the book Contending Perspectives on Global Governance by
Cover of the book Psycholinguistics (PLE: Psycholinguistics) by
Cover of the book Teaching Thinking Skills by
Cover of the book Real History by
Cover of the book After Empire by
Cover of the book Anti-Jacobin Novels, Part II, Volume 7 by
Cover of the book On the Strange Place of Religion in Contemporary Art by
Cover of the book Autobiographical International Relations by
Cover of the book The Role and Future of Special Collections in Research Libraries by
Cover of the book Mathematical Economics and the Dynamics of Capitalism by
Cover of the book Handbook of Critical Psychology by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy