| Description |
1 online resource (xxi, 424 pages) : illustrations |
|
text file |
| Physical Medium |
polychrome |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
Introduction : Why brand relationships? / Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester -- Lessons learned about consumers' relationships with their brands / Susan Fournier -- Using relationship norms to understand consumer-brand interactions / Pankaj Aggarwal -- Brand loyalty is not habitual / Leona Tam, Wendy Wood, and Mindy F. Ji -- Self-expansion motivation and inclusion of brands in self : toward a theory of brand relationships / Martin Reimann and Arthur Aron -- Why on earth do consumers have relationships with marketers? Toward understanding the functions of brand relationships / Laurence Ashworth, Peter Dacin, and Matthew Thomson -- Self-brand connections : the role of reference groups and celebrity endorsers in the creation of brand meaning / Jennifer Edson Escalas and James R. Bettman -- When brands are built from within : a social identity pathway to liking and evaluation / Americus Reed II, Joel B. Cohen, and Amit Bhattacharjee -- Group-based brand relationships and persuasion : multiple roles for identification and identification discrepancies / Monique A. Fleming -- Collective brand relationships / Thomas C. O'Guinn and Albert M. Muñiz -- Building brand relationships through corporate social responsibility / Sankar Sen, Shuili Du, and C.B. Bhattacharya -- Ethnicity, race, and brand connections / David W. Schumann, Edith F. Davidson, and Bridget Satinover -- Cultural value dimensions and brands : can a global brand image exist? / Susan Forquer Gupta, Doan Winkel, and Laura Peracchio -- Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking / Alokparna Basu Monga and Deborah Roedder John -- Luxury branding / Vanessa M. Patrick and Henrik Hagtvedt -- Attitudes as a basis for brand relationships : the roles of elaboration, metacognition, and bias correction / Duane T. Wegener, Vanessa Sawicki, and Richard E. Petty -- Putting context effects in context : the construction and retrieval as moderated by attitude strength (CARMAS) model of evaluative judgment / Dhananjay Nayakankuppam and Joseph R. Priester -- The connection-prominence attachment (CPAM) : a conceptual and methodological exploration of brand attachment / C. Whan Park [and others] -- Love, desire, and identity : a conditional integration theory of the love of things / Aaron C. Ahuvia, Rajeev Batra, and Richard P. Bagozzi -- Customer coping in response to relationship transgressions : an attachment theoretic approach / Marcel Paulssen and Richard P. Bagozzi -- Research directions on strong brand relationships / C. Whan Park, Deborah J. MacInnis, and Joseph R. Priester. |
| Summary |
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. Featuring chapters by well-known marketing and psychology scholars, 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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Relationship marketing.
|
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Relationship marketing. |
|
Brand choice.
|
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Brand choice. |
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Branding (Marketing)
|
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Branding (Marketing) |
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Customer relations.
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Customer relations. |
| Genre/Form |
Electronic books.
|
| Added Author |
MacInnis, Deborah J.
|
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Park, C. Whan.
|
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Priester, Joseph R., 1960-
|
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Society for Consumer Psychology.
|
| Other Form: |
Print version: Handbook of brand relationships. Armonk, N.Y. : M.E. Sharpe, ©2009 9780765623577 (DLC) 2008053551 (OCoLC)297222604 |
| ISBN |
9780765626486 (electronic book) |
|
0765626489 (electronic book) |
|
9780765623577 (alkaline paper) |
|
0765623579 (alkaline paper) |
|
