The Resource Consumer-brand relationships : insights for theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin

Consumer-brand relationships : insights for theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin

Label
Consumer-brand relationships : insights for theory and practice
Title
Consumer-brand relationships
Title remainder
insights for theory and practice
Statement of responsibility
edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin
Contributor
Editor
Subject
Language
eng
Summary
"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"--
Assigning source
Provided by publisher
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5415.5
LC item number
.C662 2012
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Fournier, Susan
http://library.link/vocab/subjectName
  • Customer relations
  • Branding (Marketing)
  • Relationship marketing
Label
Consumer-brand relationships : insights for theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin
Instantiates
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Note continued: 9. Conceptualizing and measuring brand relationship quality / Sven Tuzovic -- 10. Brand forgiveness: how close brand relationships influence forgiveness / C. Whan Park -- 11. Relationships are complicated: on construct validity when consumer-brand relationships are systems / Aaron Ahuvia -- pt. III How goals and identity drive consumers' relationships with their brands -- 12. This store just gets me! Customer chemistry and its role in identity construction / Nicole Ponder -- 13. The transfer and limitations of the relationship metaphor in identity-relevant consumption situations / Hazel H. Huang -- 14. Teenagers' purposive brand relationships: from social filters to shoulders to lean on / Samil A. Aledin -- 15. Brands can be like friends: goals and interpersonal motives influence attitudes toward preferred brands / Christina Albee -- pt. IV Managerial applications of consumer-brand relationship Ideas
  • Note continued: 16. Firing your best customers: how smart firms destroy relationships using CRM / Susan Fournier -- 17. On the complexity of managing brand relationships in a social media world / Scott A. Thompson -- 18. Corporate identity and its reflective effect in developing brand relationships / Leslie de Chernatony -- 19. Brand humanity: transforming the business of building brands / Padmini Sharma -- Musings and meditations: Where do we go from here? / Susan Fournier
Dimensions
24 cm
Extent
xxvi, 424 pages
Isbn
9780415783033
Isbn Type
(hardback)
Lccn
2011033264
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)711041605
  • (OCoLC)ocn711041605
Label
Consumer-brand relationships : insights for theory and practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Note continued: 9. Conceptualizing and measuring brand relationship quality / Sven Tuzovic -- 10. Brand forgiveness: how close brand relationships influence forgiveness / C. Whan Park -- 11. Relationships are complicated: on construct validity when consumer-brand relationships are systems / Aaron Ahuvia -- pt. III How goals and identity drive consumers' relationships with their brands -- 12. This store just gets me! Customer chemistry and its role in identity construction / Nicole Ponder -- 13. The transfer and limitations of the relationship metaphor in identity-relevant consumption situations / Hazel H. Huang -- 14. Teenagers' purposive brand relationships: from social filters to shoulders to lean on / Samil A. Aledin -- 15. Brands can be like friends: goals and interpersonal motives influence attitudes toward preferred brands / Christina Albee -- pt. IV Managerial applications of consumer-brand relationship Ideas
  • Note continued: 16. Firing your best customers: how smart firms destroy relationships using CRM / Susan Fournier -- 17. On the complexity of managing brand relationships in a social media world / Scott A. Thompson -- 18. Corporate identity and its reflective effect in developing brand relationships / Leslie de Chernatony -- 19. Brand humanity: transforming the business of building brands / Padmini Sharma -- Musings and meditations: Where do we go from here? / Susan Fournier
Dimensions
24 cm
Extent
xxvi, 424 pages
Isbn
9780415783033
Isbn Type
(hardback)
Lccn
2011033264
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)711041605
  • (OCoLC)ocn711041605

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