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Handbook of Brand Relationships

Name: Handbook of Brand Relationships
Brand: Taylor & Francis Ltd
Price: 331.75 AUD
Availability: BackOrder

By: C. Whan Park, Joseph W. Priester, Deborah J. MacInnis

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Hardcover | 15 October 2009

At a Glance

Hardcover
446 Pages

Dimensions(cm)
25.4 x 17.8 x 3.1

Hardcover

RRP $399.00

$331.75

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Available for Backorder. We will order this from our supplier however there isn't a current ETA.

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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