Handbook Of Brand Relationships

Author : Deborah J. MacInnis,C. Whan Park,Joseph W. Priester
Publisher : Routledge
Page : 432 pages
File Size : 53,8 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317469193

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Pdf

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.

Author : Deborah J. MacInnis,C. Whan Park,Joseph R. Priester
Publisher : Unknown
Page : 0 pages
File Size : 54,9 Mb
Release : 2009
Category : Electronic
ISBN : OCLC:932583282

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park,Joseph R. Priester Pdf

Author : M. Fetscherin,T. Heilmann
Publisher : Springer
Page : 297 pages
File Size : 50,6 Mb
Release : 2015-05-07
Category : Business & Economics
ISBN : 9781137427120

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Consumer Brand Relationships by M. Fetscherin,T. Heilmann Pdf

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Author : Susan Fournier,Michael Breazeale,Marc Fetscherin
Publisher : Routledge
Page : 501 pages
File Size : 54,9 Mb
Release : 2012-03-29
Category : Business & Economics
ISBN : 9781136470974

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Consumer-Brand Relationships by Susan Fournier,Michael Breazeale,Marc Fetscherin Pdf

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.

Author : Susan Fournier,Michael Breazeale,Jill Avery
Publisher : Routledge
Page : 477 pages
File Size : 45,5 Mb
Release : 2015-06-12
Category : Business & Economics
ISBN : 9781317662358

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Strong Brands, Strong Relationships by Susan Fournier,Michael Breazeale,Jill Avery Pdf

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.

Author : Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro
Publisher : Routledge
Page : 480 pages
File Size : 55,8 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9781317475613

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Building Customer-brand Relationships by Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro Pdf

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Author : Max Blackston
Publisher : Routledge
Page : 142 pages
File Size : 54,7 Mb
Release : 2018-03-15
Category : Business & Economics
ISBN : 9781351707312

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Brand Love is not Enough by Max Blackston Pdf

How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called "brand's attitude," which complements the idea of brand image and introduces a typology of consumer relationships that is richer and more varied than the familiar concept of brand love. This construct describes more fully the two-way street that exists between consumers and brands, and fills a crucial gap in traditional branding literature in explaining consumers’ brand purchasing and usage behavior. Drawing on numerous actual examples and cases from a variety of different industries, and supported by 30 years of consumer data, Brand Love is not Enough should be on the shelf of any serious marketer or student of branding.

Author : Lia Zarantonello,Véronique Pauwels-Delassus
Publisher : Routledge
Page : 330 pages
File Size : 45,5 Mb
Release : 2015-08-05
Category : Business & Economics
ISBN : 9781317803164

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The Handbook of Brand Management Scales by Lia Zarantonello,Véronique Pauwels-Delassus Pdf

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

Author : Marc Fetscherin
Publisher : Unknown
Page : 0 pages
File Size : 55,6 Mb
Release : 2019
Category : Brand choice
ISBN : OCLC:1340357931

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Consumer Brand Relationships by Marc Fetscherin Pdf

Author : M. Fetscherin,T. Heilmann
Publisher : Springer
Page : 297 pages
File Size : 42,7 Mb
Release : 2015-05-07
Category : Business & Economics
ISBN : 9781137427120

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Consumer Brand Relationships by M. Fetscherin,T. Heilmann Pdf

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Author : Rodrigues, Paula,Borges, Ana Pinto
Publisher : IGI Global
Page : 318 pages
File Size : 47,6 Mb
Release : 2020-10-23
Category : Business & Economics
ISBN : 9781799843702

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Building Consumer-Brand Relationship in Luxury Brand Management by Rodrigues, Paula,Borges, Ana Pinto Pdf

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.

Author : Markovic, Stefan,Gyrd-Jones, Richard,von Wallpach, Sylvia,Lindgreen, Adam
Publisher : Edward Elgar Publishing
Page : 448 pages
File Size : 54,6 Mb
Release : 2022-03-10
Category : Business & Economics
ISBN : 9781839105425

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Research Handbook on Brand Co-Creation by Markovic, Stefan,Gyrd-Jones, Richard,von Wallpach, Sylvia,Lindgreen, Adam Pdf

Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

Author : NOOR HASMINI ABD GHANI
Publisher : UMK PRESS
Page : 163 pages
File Size : 43,6 Mb
Release : 2022-07-05
Category : Business & Economics
ISBN : 8210379456XXX

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BRAND MANAGEMENT : CONSUMER BRAND RELATIONSHIP (CBR) IN STRONG BRAND DEVELOPMENT (Penerbit UMK) by NOOR HASMINI ABD GHANI Pdf

This book deals with brand management in the context of consumer brand relationship (CBR) in strong brand building. Strong brand means a brand have higher brand equity in the mind of consumer. this book will provide simple reading in understanding the critical role of CBR as valuable source in developing higher customer based brand equity. The CBR is among of contemporary brand strategy which worth to explore and practice as CBR able to create significant brand culture that able to sustain the company's survival. Understanding and strengthening CBR becomes vital for brand managers and practitioners in nowadays, since it makes consumers loyal, enhance consumer's tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. Particularly, the purpose of this book is to provide knowledge sharing concerning on the subject of brands versus product, what's mean by brand equity, the approach of strategic brand management in building brand equity, the role of CBR as critical factor or source of brand equity, as well as the sources of CBR building. Obviously, among of importance objective of this book is to provide practitioners (including SMEs), managers, researchers, academicians and students with the concepts, approaches ad techniques to improve and sustain the long-term profitability of the brands.

Author : Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Publisher : Routledge
Page : 389 pages
File Size : 48,6 Mb
Release : 2020-05-10
Category : Business & Economics
ISBN : 9781000065527

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Brand Management by Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre Pdf

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 48,5 Mb
Release : 2015
Category : Electronic
ISBN : OCLC:929918893

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Building Customer-brand Relationships by Anonim Pdf

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.