Handbook of Brand Relationships

Handbook of Brand Relationships

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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. qThe Handbook of Brand Relationshipsq 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.She has published articles in the International Marketing Review, Journal of Business and Industrial Marketing, and ... Mag. degree in art history at the University of Oslo, Norway, before completing an MBA at the University of Georgia and entering the PhD program at the same institution. ... She won the Alpha Kappa Psi Award from the Journal of Marketing and the best article award from Seoul Nationalanbsp;...

Title:Handbook of Brand Relationships
Author:Deborah J. MacInnis, C. Whan Park, Joseph W. Priester
Publisher:Routledge - 2014-12-18


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