Handbook of Brand Relationships

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Handbook of Brand Relationships

Format:  Hardcover,

424 pages

Publisher: M E Sharpe Inc

Publish Date: Jun 2009

ISBN-13: 9780765623577

ISBN-10: 0765623579

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The following content was provided by the publisher.
Brand relationships are critical because they can enhance company profitability by lowering customer

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Editor:
Editor:
Editor:
Publisher: M E Sharpe Inc
Publish Date: Jun 2009
ISBN-13: 9780765623577
ISBN-10: 0765623579
Format: Hardcover
Number of Pages: 424
Shipping Weight (in pounds): 2.16
Product in Inches (L x W x H): 7.1 x 1.1 x 10.0

Book description

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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