Consider these popular products
- $16.85 List price $21.99Save $5.14
- $22.56 List price $29.95Save $7.39
- $19.57 List price $37.60Save $18.03
Consumer-Brand Relationships: Theory and Practice
About this item
About this item
Important Made in USA Origin Disclaimer: For certain items sold by Walmart on Walmart.com, the displayed country of origin information may not be accurate or consistent with manufacturer information. For updated, accurate country of origin data, it is recommended that you rely on product packaging or manufacturer information.
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.
|Number of Pages:||424|
|Number in Series:||1|
|Author:||Breazeale, Michael , Fournier, Susan , Fetscherin, Marc|
|Publisher:||Taylor & Francis|
|Assembled Product Dimensions (L x W x H):||6.25 x 9.25 x 1.00 Inches|
Ask a question
If you would like to share feedback with us about pricing, delivery or other customer service issues, please contact customer service directly.
Questions will be checked against our question guidelines and posted within five to seven business days.