Brand love is not enough : a theory of consumer brand relationships in practice /: a theory of consumer brand relationships in practice. (2018)

• Record Type: Book
• Further Information: Note: Max Blackston.
• Authors: Blackston, Max
• Contents: Brand Love Is not Enough- Front Cover; Brand Love Is not Enough; Title Page; Copyright Page; Dedication; Contents; List of figures; List of tables; Preface; Acknowledgments; Chapter 1: The I-mage Gap; Brandsâ#x80;#x99; Attitudes; Brand Love Is not Enough; Chapter 2: The Relational Brand; Stages in the Development of the Relational Personality; The Relational Brand vs the Freudian â#x80;#x9C;Drivenâ#x80;#x9D; Brand; Why Relational Branding ?; Relational Branding Methodology; The Objective and the Subjective Brand; The Relational Brand Model; Brand Relationship Maps; Other Consumer Brand Relationship Models Brand Relationships in ContextNotes; Chapter 3: Relationships with Packaged Goods Brands; Hedonic Consumption; Relationships with Food and Drink Brands; Relationships with Brands of Coffee â#x80;#x93; Maxwell House and Folgers; Relationships with Brands of Frozen Food â#x80;#x93; Lean Cuisine; Relationships with Brands of Health and Beauty Aids; Consumersâ#x80;#x99; Relationships with Dove and Other Brands of Soap; Relationships with Fabric Softener Brands; Onwards and Upwards?; Note; Chapter 4: Relationships with Prestige Brands; What is Prestige?; Status vs Self-Indulgence; Types of Brand Prestige The American Express CardLuxury Brands; Note; Chapter 5: How Brand Relationships Mitigate Consumersâ#x80;#x99; Risk; Brand Relationships in the Insurance Industry; Brand Relationships with Securities Companies; The Advantages and Risks of Brand Authority in Relationships; Relationships with the AT&T Brand; The Universality of Risk as a Factor in Determining Brand Relationships; Note; Chapter 6: Relationships with Corporate Brands; Relationships with Automobile Brands; Relationships with Computer Brands; Relationships with a Complex Corporate Brand â#x80;#x93; the Case of AT Trust â#x80;#x93; Revisited Chapter 7: Universal Brand RelationshipsReinforcement â#x80;#x93; Exemplar, J Identification â#x80;#x93; Exemplars, Walmart and Amazon; Role Model â#x80;#x93; Exemplar, Apple; Self-Differentiation â#x80;#x93; Exemplars, Amazon and Apple; Playful â#x80;#x93; Exemplar, Amazon; Balancing Brand Perceptions and Brandsâ#x80;#x99; Attitudes; Brand Relationship Erosion; Chapter 8: Brand Relationships and the Value of Branded Businesses; Model Operationalization; Conclusions; The Future of the Relational Brand; The Impact of the Internet and Social Media; Generational Change; Notes; Appendix â#x80;#x93; Researching the Relational Brand Two Methodological ApproachesQuantitative Research Methodology; Data Collection; Analysis; Further Analyses; The â#x80;#x9C;BRAVEâ#x80;#x9D; Protocol; Notes; Index
• Publisher Details: New York : Routledge
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 658.827; Branding (Marketing); Marketing -- Cases; Advertising; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books
• Languages: English
• ISBNs: 9781351707312; 1351707310
• Related ISBNs: 9781138039827; 9781138039810
• Notes: Note: Online resource; title from PDF title page (EBSCO, viewed March 23, 2018).
• 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.