Handbook of brand relationships /
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| Imprint: | London ; New York : Routledge, 2015. |
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| Description: | 1 online resource (xxi, 424 pages) : illustrations |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/12390010 |
| Summary: | 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. |
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| Item Description: | "Society for consumer psychology." Originally published 2009 by M.E. Sharpe. |
| Physical Description: | 1 online resource (xxi, 424 pages) : illustrations |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781315703886 1315703882 9781317469179 1317469178 9781317469186 1317469186 9780765623577 |