Consumer-Brand Relationships: Theory and PracticeSusan Fournier, Michael Breazeale, Marc Fetscherin 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. |
Contents
| 1955 | |
| 1961 | |
| 1972 | |
| 1985 | |
Claudio Alvarez and Susan Fournier | |
Understanding ConsumerBrand Relationship Bonds Brand love | |
Brand love Investigating two alternative love relationships | |
Conceptualizing and measuring brand relationship quality | |
The transfer and limitations of the relationship metaphor in identity | |
Teenagers purposive brand relationships From social filters to shoulders | |
Brands can be like friends Goals and interpersonal motives influence | |
Firing your best customers How smart firms destroy relationships using | |
On the complexity of managing brand relationships in a social media | |
Corporate identity and its reflective effect in developing brand | |
Brand humanity Transforming the business of building brands | |
Michael Breazeale and Susan Fournier | |
Brand forgiveness How close brand relationships influence forgiveness | |
Relationships are complicated On construct validity when consumer | |
How Goals and Identity Drive Consumers Relationships with their | |
Names index | |
Other editions - View all
Consumer-brand Relationships: Theory and Practice Susan Fournier,Marc Fetscherin,Michael Breazeale No preview available - 2012 |
Consumer-brand Relationships: Insights for Theory and Practice Susan Fournier,Marc Fetscherin,Michael Breazeale No preview available - 2012 |