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TitleHandbook of brand relationships / edited by Deborah J. Madlnnis, C. Whan Park and Joseph R. Priester
Imprint Armonk, New York : M.E.Sharpe, 2009
Edition 1st ed
Descript xxi, 424 p. ; 25 cm

CONTENT

Why brand relationships -- Fundamental issues in brand relationships : Lessons learned about consumers' relationships with their brands -- Using relationship norms to understand consumer-brand interactions -- Brand loyalty is not habitual -- Goals, needs, and motives that foster brand relationships : Self-expansion motivation and inclusion of brands in self : toward a theory of brand relationships -- Why on earth do consumers have relationships with marketers -- Self- brand connections : the role of reference groups and celebrity endorsers in the creation of brand meaning -- When brands are built from within : a social identity pathway to liking and evaluation -- Group- based brand relationships and persuasion -- Brand meaning and meaning makers : Collective brand relationships -- Building brand relationships through corporate social responsibility -- Ethnicity, race and brand connections -- Cultural value dimensions and brands -- Understanding cultural differences in brand extension evaluation -- Luxury branding -- Psychological and behavioral effects of strong brand relationships : Attitudes as a basis for brand relationships : the roles of elaboration, metacognition, and bias correction -- Putting context effects in context -- The connection-prominence attachment model (CPAM) -- Love, desire and identity : a conditional integration theory of the love of things -- Customer coping in response to relationship transgressions -- Conclusions and research directions : Research directions on strong brand relationships


Relationship Marketing Brand Choice Branding (Marketing) Customer Relations

LOCATIONCALL#STATUS
Communication Arts Library658.827 H236 2009CHECK SHELVES

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