Handbook of brand relationships / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors.

Format:

Book

Contributor:

MacInnis, Deborah J.

Park, C. Whan.

Priester, Joseph W.

Society for Consumer Psychology.

Series:

Advertising and Consumer Psychology

Language:

English

Subjects (All):

Relationship marketing.

Brand choice.

Branding (Marketing).

Customer relations.

Physical Description:

1 online resource (449 p.)

Edition:

1st ed.

Place of Publication:

Armonk, N.Y. : M.E. Sharpe, c2009.

Language Note:

English

Summary:

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. Featuring chapters by well-known marketing and psychology scholars, 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.

Contents:

Half-title; Title; Copyright; Contents; Introduction; 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 Creation of Brand Meaning; 7. When Brands are Build from Within: A Social Identity Pathway to Liking and Evaluation; 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 Thinking14. 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 Conext 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 Things19. Customer Coping in Response to Relationship Transgressions: An Attachment Theoretic Approach; PART V. Conclusions and Research Directions; 20. Research Directions on Strong Brand Relationships; About the Editors and Contributors; Name Index; Subject Index

Notes:

"Society for Consumer Psychology"--Cover.

Includes bibliographical references and indexes.

Description based on publisher supplied metadata and other sources.

ISBN:

1-317-46918-6

1-315-70388-2

1-317-46919-4

1-282-55483-2

9786612554834

0-7656-2648-9

9781315703886

OCLC:

608691469