Coverart for item
The Resource Consumer-brand relationships : theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, (electronic book)

Consumer-brand relationships : theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, (electronic book)

Label
Consumer-brand relationships : theory and practice
Title
Consumer-brand relationships
Title remainder
theory and practice
Statement of responsibility
edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin
Contributor
Subject
Language
eng
Summary
"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"--
Member of
Assigning source
Provided by publisher
Cataloging source
FlBoTFG
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1964-
http://library.link/vocab/relatedWorkOrContributorName
  • Fournier, Susan
  • Breazeale, Michael
  • Fetscherin, Marc
http://library.link/vocab/subjectName
  • Customer relations
  • Branding (Marketing)
  • Relationship marketing
Label
Consumer-brand relationships : theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, (electronic book)
Instantiates
Publication
Bibliography note
Includes bibliographical references and indexes
Contents
pt. 1. The "what" of brand relationships : exploring relationship varieties and types -- pt. 2. Understanding consumer-brand relationship bonds : brand love and other strength indicators -- pt. 3. How goals and identity drive consumers' relationships with their brands -- pt. 4. Managerial applications of consumer-brand relationship ideas
Control code
9780203128794
Extent
xxvi, 424 p.
Form of item
electronic
Governing access note
About 75% of the e-books on the Taylor & Francis eBooks platform are plain PDFs with no technical restrictions on printing or downloading. The remaining 25% are marked with a DRM icon. They require the FileOpen plug-in to Adobe Reader. This is already installed on University PCs but this will need to be installed on personal PCs from http://plugin.fileopen.com/. The DRM restrictions are: an online user session of 120 minutes per book; one active user at a time per book; a print allowance of 30 pages per user session; a copy/paste allowance of 1000 words per user session; offline (downloaded) copies are valid for 3 days and do not permit print/copy/paste
Isbn
9780203128794
Other physical details
ill.
Reproduction note
Electronic resource.
Specific material designation
remote
Label
Consumer-brand relationships : theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, (electronic book)
Publication
Bibliography note
Includes bibliographical references and indexes
Contents
pt. 1. The "what" of brand relationships : exploring relationship varieties and types -- pt. 2. Understanding consumer-brand relationship bonds : brand love and other strength indicators -- pt. 3. How goals and identity drive consumers' relationships with their brands -- pt. 4. Managerial applications of consumer-brand relationship ideas
Control code
9780203128794
Extent
xxvi, 424 p.
Form of item
electronic
Governing access note
About 75% of the e-books on the Taylor & Francis eBooks platform are plain PDFs with no technical restrictions on printing or downloading. The remaining 25% are marked with a DRM icon. They require the FileOpen plug-in to Adobe Reader. This is already installed on University PCs but this will need to be installed on personal PCs from http://plugin.fileopen.com/. The DRM restrictions are: an online user session of 120 minutes per book; one active user at a time per book; a print allowance of 30 pages per user session; a copy/paste allowance of 1000 words per user session; offline (downloaded) copies are valid for 3 days and do not permit print/copy/paste
Isbn
9780203128794
Other physical details
ill.
Reproduction note
Electronic resource.
Specific material designation
remote

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