Consumer-brand relationships : insights for theory and practice /
"The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and...
| Други автори: | Fetscherin, Marc. |
|---|---|
| Формат: | Книга |
| Език: | English |
| Публикувано: |
London ; New York :
Routledge,
2012.
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| Предмети: |
Съдържание:
- Note continued: 9.Conceptualizing and measuring brand relationship quality / Sven Tuzovic
- 10.Brand forgiveness: how close brand relationships influence forgiveness / C. Whan Park
- 11.Relationships are complicated: on construct validity when consumer-brand relationships are systems / Aaron Ahuvia
- pt. III How goals and identity drive consumers' relationships with their brands
- 12.This store just gets me! Customer chemistry and its role in identity construction / Nicole Ponder
- 13.The transfer and limitations of the relationship metaphor in identity-relevant consumption situations / Hazel H. Huang
- 14.Teenagers' purposive brand relationships: from social filters to shoulders to lean on / Samil A. Aledin
- 15.Brands can be like friends: goals and interpersonal motives influence attitudes toward preferred brands / Christina Albee
- pt. IV Managerial applications of consumer-brand relationship Ideas
- Note continued: 16.Firing your best customers: how smart firms destroy relationships using CRM / Susan Fournier
- 17.On the complexity of managing brand relationships in a social media world / Scott A. Thompson
- 18.Corporate identity and its reflective effect in developing brand relationships / Leslie de Chernatony
- 19.Brand humanity: transforming the business of building brands / Padmini Sharma
- Musings and meditations: Where do we go from here? / Susan Fournier.