Handbook of Brand Relationships

Business & Finance, Economics, Theory of Economics
Cover of the book Handbook of Brand Relationships by Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, Taylor and Francis
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Author: Deborah J. MacInnis, C. Whan Park, Joseph W. Priester ISBN: 9781317469186
Publisher: Taylor and Francis Publication: December 18, 2014
Imprint: Routledge Language: English
Author: Deborah J. MacInnis, C. Whan Park, Joseph W. Priester
ISBN: 9781317469186
Publisher: Taylor and Francis
Publication: December 18, 2014
Imprint: Routledge
Language: English

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.

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

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.

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