Consumer brand relationships / guest editors, Marc Fetscherin [and three others].

Format:

Book

Contributor:

Fetscherin, Marc, editor.

Series:

Journal of Product and Brand Management ; Volume 28, Number 2

Language:

English

Subjects (All):

Brand choice.

Consumer behavior.

Physical Description:

1 online resource (185 pages).

Edition:

1st ed.

Place of Publication:

[Place of publication not identified] : Emerald Publishing Limited, 2019.

Summary:

This special issue of the Journal of Product & Brand Management adds to the ongoing intense academic and practical discussion dedicated to the topic of brands as relationship builders in the consumer market. This issue contains twelve papers, half of them stem from the journal's regular submissions and the other half from work originally presented at the 5th International Consumer Brand Relationships Conference (www.consumerbrandrelationship.com) held at the Porto Business School in Portugal. From the 12 papers of this special issue seven focus on brands as relationship builders at an individual level, while the other five focus on the contribution of brands in the development of relationships at a collective level.The contributions in this particular issue further expand our understanding of consumers' relationships with brands by approaching brands as relationship builders and as relationship facilitators at both the individual and collective levels. The overall aim of this editorial is to discuss the state of the current research on brands as relationship builders, and to update previous research that covered the development of the literature on brand relationships between 1998 and 2010.

Contents:

Cover

Editorial: latest research on brand relationships: introduction to the special issue

The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits

Brand communities' relational outcomes, through brand love

Consumer - green brand relationships: revisiting benefits, relationship quality and outcomes

Health and fitness online communities and product behaviour

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Brand engagement without brand ownership: a case of non-brand owner community members

The effect of brand authenticity on consumer-brand relationships

Matching-up celebrities' brands with products and social causes

The impact of perceptions of politician brand warmth and competence on voting intentions

Consumer brand engagement, satisfaction andbr and loyalty: a comparative study between functional and emotional brand relationships

How much is "too much" for a brand to use an advergame with children?

How brand personality and failure-type shape consumer forgiveness.

Notes:

Description based on print version record.

ISBN:

1-83867-344-X