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

• Record Type: Book
• Further Information: Note: Edited by Marc Fetscherin and Tobias Heilmann.
• 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, Bj̲rn Ivens, And Alexander Leischnig -- 6. The Role Of Brands When Children Share Snack Time With Peers; Valrie Hmar-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; Antonio Santos Jr., Cid Goncalves Filho, Euler Alves Brando, 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
• Subjects: 658.8/12; Business; Customer relations; Customer relations -- Management; Branding (Marketing); Branding (Marketing); Customer relations; Customer relations -- Management; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Business & Economics -- Management; Business & Economics -- Marketing -- General; Business & Economics -- General; Business strategy; Sales & marketing; Economics; Management science; International business enterpris; Leadership; Marketing; Economics; Business & Economics -- International -- Economics; Business & management; Electronic books
• Languages: English
• ISBNs: 9781137427120; 1137427124
• Related ISBNs: 9781349491018; 1349491012; 9781137427106; 1137427108
• Notes: Note: Includes bibliographical references and indexes.; Note: Publisher supplied information; title not viewed.
• 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.