Consumer brand relationships : meaning, measuring, managing /: meaning, measuring, managing. (2015)

• Record Type: Book
• Further Information: Note: Edited by Marc Fetscherin, Rollins College, USA and Tobias Heilmann, campaignfit Ltd., Switzerland.
• Editors: Fetscherin, Marc; Heilmann, Tobias
• Contents: Introduction: Brand Relationships Rule; Marc Fetscherin And Tobias Heilmann; PART I: LOVE AND BRAND RELATIONSHIPS; 1. The Role Of Brand Love In Consumer Brand Relationships; Noel Albert And Dwight Merunka; 2. Will You Defend Your Loved Brand? Brand Defense Superseding Advocacy; Mansoor Javed, Sanjit Roy, And Bano Mansoor; 3. Evolution Of Luxury Brand Love Intensity Over Time; Gachoucha Kretz; PART II: PERSONALITY AND SOCIAL GROUPS AND BRAND RELATIONSHIPS; 4. The Role Of Product Type And Personality In Brand Love Relationships; Ronald Voorn, Sabrina Hegner, And Ad Pruyn; 5. The Personality Of Brand Lovers: An Examination In Fashion Branding; Philipp Rauschnabel, Aaron Ahuvia, Björn Ivens, And Alexander Leischnig; 6. The Role Of Brands When Children Share Snack Time With Peers; Valérie Hémar-Nicolas, Mathilde Gollety, Coralie Damay, And Pascale Ezan; 7. Characteristics Of Consumers' Brand Relationships With Hockey Teams; Samil Aledin; PART III: MEASURING AND MANAGING BRAND RELATIONSHIPS; 8. A New Consumer Brand Relationships Framework Based On A Grounded Theory Approach; Sreejesh S. And Subhadip Roy; 9. Creating Brand Equity And Brand Relationships In The Commodity Market; Antônio Santos Jr., Cid Gonçalves Filho, Euler Alves Brandão, And Gustavo Quiroga Souki; 10. Find Love: Discovering And Sustaining The Brand-Bond; Ryan Barker And Jeffrey Peacock; 11. Measuring And Managing Brand Love: The BERA Platform; Ryan Barker And Jeffrey Peacock
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2015
• Extent: 1 online resource (300 pages), (47 illustrations)
• Subjects: 658.8/343; Advertising & Promotion; Customer relations; Branding (Marketing); Relationship marketing -- Research; Research & Development; Marketing/Direct; Strategic Planning; Business & management; Sales & marketing; Economics, finance, business & management; Advertising
• Languages: English
• ISBNs: 9781137427113; 1137427116
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.