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Consumer Brand Relationships

Meaning, Measuring, Managing

  • Marc Fetscherin
  • Tobias Heilmann

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. Brand Relationships Rule

    1. Marc Fetscherin, Tobias Heilmann
      Pages 1-12
  3. Love and Brand Relationships

    1. Front Matter
      Pages 13-13
    2. Noël Albert, Dwight Merunka
      Pages 15-30
    3. Mansoor Javed, Sanjit Roy, Bano Mansoor
      Pages 31-54
  4. Personality and Social Groups, and Brand Relationships

    1. Front Matter
      Pages 81-81
    2. Ronald Voorn, Sabrina Hegner, Ad Pruyn
      Pages 83-107
    3. Philipp Rauschnabel, Aaron Ahuvia, Björn Ivens, Alexander Leischnig
      Pages 108-122
    4. Valérie Hémar-Nicolas, Mathilde Gollety, Coralie Damay, Pascale Ezan
      Pages 123-145
    5. Samil A. Aledin
      Pages 146-161
  5. Measuring and Managing Brand Relationships

    1. Front Matter
      Pages 163-163
    2. S. Sreejesh, Subhadip Roy
      Pages 165-197
    3. Antônio Santos, Cid Gonçalves Filho, Euler Alves Brandão, Gustavo Quiroga Souki
      Pages 198-223
    4. Ryan Barker, Jeffrey Peacock
      Pages 224-242
    5. Ryan Barker, Jeffrey Peacock
      Pages 243-260
  6. Back Matter
    Pages 261-273

About this book

Introduction

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Keywords

brand branding commodity market consumer personality

Editors and affiliations

  • Marc Fetscherin
    • 1
  • Tobias Heilmann
    • 2
  1. 1.Rollins CollegeUSA
  2. 2.campaignfit Ltd.Switzerland

Bibliographic information