Handbook of Brand Relationships

ISBN-13: 9780765623577 / Angielski / Twarda / 2009 / 432 str.

Deborah J. Macinnis; C. Whan Park; Joseph W. Priester

Opis

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.

Spis treści

Introduction: Why Brand Relationships? Part I. Fundamental Issues in Brand Relationships 1. Lessons Learned about Consumers’ Relationships with Their Brands 2. Using Relationship Norms to Understand Consumer-Brand Interactions 3. Brand Loyalty Is Not Habitual Part II. Goals, Needs, and Motives that Foster Brand Relationships 4. Self-Expansion Motivation and Inclusion of Brands in Self: Toward a Theory of Brand Relationships 5. Why on Earth Do Consumers Have Relationships with Marketers? Toward Understanding the Functions of Brand Relationships 6. Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning 7. When Brands Are Built from Within: A Social Identity Pathway to Liking and Evaluation Americus Reed II, Joel B. Cohen, and Amit Bhattacharjee 8. Group-Based Brand Relationships and Persuasion: Multiple Roles for Identification and Identification Discrepancies Part III. Brand Meaning and Meaning Makers 9. Collective Brand Relationships 10. Building Brand Relationships through Corporate Social Responsibility 11. Ethnicity, Race, and Brand Connections 12. Cultural Value Dimensions and Brands: Can a Global Brand Image Exist? 13. Understanding Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking 14. Luxury Branding Part IV. Psychological and Behavioral Effects of Strong Brand Relationships 15. Attitudes as a Basis for Brand Relationships: The Roles of Elaboration, Metacognition, and Bias Correction 16. Putting Context Effects in Context: The Construction and Retrieval as Moderated by Attitude Strength (CARMAS) Model of Evaluative Judgment 17. The Connection-Prominence Attachment Model (CPAM): A Conceptual and Methodological Exploration of Brand Attachment 18. Love, Desire, and Identity: A Conditional Integration Theory of the Love of Things 19. Customer Coping in Response to Relationship Transgressions: An Attachment Theoretic Approach Part V. Conclusions and Research Directions 20. Research Directions on Strong Brand Relationships

O autorze

C. Whan Park is the Joseph A. DeBell Professor of Marketing and Director of the University of Southern California’s Center for Global Branding. He has published numerous articles in leading marketing journals, such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. His current research is in the areas of brand attachment, branding strategy, and consumers’ aesthetic experiences. He is an editorial board member of the Journal of Marketing. He is active in executive education nationally and around the world. He currently serves as editor of the Journal of Consumer Psychology. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California. Her research focuses on consumer behavior with an emphasis on emotion, persuasion, and branding. She is an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. She has served on the editorial review boards of the top journals in marketing and consumer behavior. She won the Alpha Kappa Psi Award from the Journal of Marketing and the best article award from Seoul National Journal for her work on branding and management. She is also a recipient of the Journal of Marketing’s Maynard Award and has been nominated for several other awards, including the Converse Award. She is a past president and past treasurer of the Association for Consumer Research and has received Marshall, USC, and national teaching awards. Joseph R. Priester is Associate Professor of Marketing at the Marshall School of Busi[1]ness, University of Southern California. His research focuses on brand attachment, attitudes, and creativity. He is serving or has served as an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. He is also a member of the editorial review board of the Journal of the Academy of Marketing Science. He is a past president of the Society for Consumer Psychology. He is also the recipient of the Marshall School Teaching Award.