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. "The Handbook of Brand Relationships" 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 ...
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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. "The Handbook of Brand Relationships" 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.
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Seller's Description:
Very good. No dust jacket. Ex-library. xxi, 424 p. : ill.; 27 cm. LCCN 2008053551 Type of material Book Main title Handbook of brand relationships / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors. Published/Created Armonk, N.Y. : M.E. Sharpe, c2009. Description xxi, 424 p. : ill.; 27 cm. ISBN 9780765623577 (alk. paper) 0765623579 (alk. paper) LC classification HF5415.55. H357 2009 Related names MacInnis, Deborah J. Park, C. Whan. Priester, Joseph W. Society for Consumer Psychology. LC Subjects Relationship marketing. Brand choice. Branding (Marketing) Customer relations. Notes "Society for Consumer Psychology"--Cover. Includes bibliographical references and indexes. Dewey class no. 658.8/27 Other system no. (OCoLC)ocn297222604
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Seller's Description:
Very good. A copy that has been read, but remains in excellent condition. Pages are intact and are not marred by notes or highlighting, but may contain a neat previous owner name. The spine remains undamaged. An ex-library book and may have standard library stamps and/or stickers. At ThriftBooks, our motto is: Read More, Spend Less.
