With contributions from an impressive array of scholars from around the world, this volume provides students and researchers with a useful launch pad for further research in consumer-brand relationships.
With contributions from an impressive array of scholars from around the world, this volume provides students and researchers with a useful launch pad ...
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people's relationships with brands and a demonstration of the important and timely implications of this evolving...
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Stron...
