Consumer Brand Relationships: Meaning, Measuring, Managing

ISBN-13: 9781137427106 / Angielski / Twarda / 2015 / 297 str.

Marc Fetscherin; Tobias Heilmann

Opis

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Spis treści

Introduction: Brand Relationships Rule; Marc Fetscherin And Tobias Heilmann PART I: LOVE AND BRAND RELATIONSHIPS 1. The Role Of Brand Love In Consumer Brand Relationships; Noel Albert And Dwight Merunka 2. Will You Defend Your Loved Brand? Brand Defense Superseding Advocacy; Mansoor Javed, Sanjit Roy, And Bano Mansoor 3. Evolution Of Luxury Brand Love Intensity Over Time; Gachoucha Kretz PART II: PERSONALITY AND SOCIAL GROUPS AND BRAND RELATIONSHIPS 4. The Role Of Product Type And Personality In Brand Love Relationships; Ronald Voorn, Sabrina Hegner, And Ad Pruyn 5. The Personality Of Brand Lovers: An Examination In Fashion Branding; Philipp Rauschnabel, Aaron Ahuvia, Bjorn Ivens, And Alexander Leischnig 6. The Role Of Brands When Children Share Snack Time With Peers; Valerie Hemar-Nicolas, Mathilde Gollety, Coralie Damay, And Pascale Ezan 7. Characteristics Of Consumers' Brand Relationships With Hockey Teams; Samil Aledin PART III: MEASURING AND MANAGING BRAND RELATIONSHIPS 8. A New Consumer Brand Relationships Framework Based On A Grounded Theory Approach; Sreejesh S. And Subhadip Roy 9. Creating Brand Equity And Brand Relationships In The Commodity Market; Antonio Santos Jr., Cid Goncalves Filho, Euler Alves Brandao, And Gustavo Quiroga Souki 10. Find Love: Discovering And Sustaining The Brand-Bond; Ryan Barker And Jeffrey Peacock 11. Measuring And Managing Brand Love: The BERA Platform; Ryan Barker And Jeffrey Peacock

O autorze

Marc Fetscherin is Associate Professor of International Business and Marketing at Rollins College, United States. Fetscherin is the founder and organizer of the International Consumer Brand Relationships (CBR) Conference which started in 2010 at Rollins College. This edited book contains a collection of the best papers originally presented at the 3rd CBR Conference held during September 26–28, 2013. For more information, please visit www.fetscherin.com.

Tobias Heilmann is CEO of campaignfit Ltd. (www.campaignfit.ch), Switzerland, a consulting company specialized in empirical brand and leadership consulting. Based on scientific tools, he and his team measures, tests, and predicts company brand, product/service brand, employer brand, CEO brand, and place brand, develops and implements strategies for companies and states. Furthermore, he is Assistant Professor in Social and Business Psychology at the University of Zurich, Switzerland. He received his PhD in Business Psychology from the University of Zurich, Switzerland. He also holds a master's in Organizational Psychology from the University of Tubingen, Germany.