| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910459331203321 |
|
|
Titolo |
Handbook of brand relationships / / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
London ; ; New York : , : Routledge, , 2015 |
|
|
|
|
|
|
|
ISBN |
|
1-315-70388-2 |
1-317-46919-4 |
1-282-55483-2 |
9786612554834 |
0-7656-2648-9 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (449 p.) |
|
|
|
|
|
|
Collana |
|
Advertising and Consumer Psychology |
|
|
|
|
|
|
Altri autori (Persone) |
|
MacInnisDeborah J |
ParkC. Whan |
PriesterJoseph W |
|
|
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Relationship marketing |
Brand choice |
Branding (Marketing) |
Customer relations |
Electronic books. |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
"Society for consumer psychology." |
First published 2009 by M.E. Sharpe. |
|
|
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references and indexes. |
|
|
|
|
|
|
Nota di contenuto |
|
Half-title; Title; Copyright; Contents; Introduction; PART I. Fundamental Issues in Brand Relationships; 1. Lessons Learned About Consumers' Relationships With Their Brands; 2. Using Relationship Norms to Understand Consumer-Brand Interactions; 3. Brand Loyalty is Not Habitual; PART II. Goals, Needs, and Motives That Foster Brand Relationships; 4. Self-Expansion Motivation and Inclusion of Brands in Self: Toward a Theory of Brand Relationships; 5. Why on Earth Do Consumers Have Relationships with Marketers: Toward Understanding the Functions of Brand Relationships |
6. Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in Creation of Brand Meaning; 7. When Brands are Build from |
|
|
|
|
|
|
|
|
|
|
|
Within: A Social Identity Pathway to Liking and Evaluation; 8. Group-Based Brand Relationships and Persuasion: Multiple Roles for Identification and Identification Discrepancies; PART III. Brand Meaning and Meaning Makers; 9. Collective Brand Relationships; 10. Building Brand Relationships Through Corporate Social Responsibility; 11. Ethnicity, Race, and Brand Connections; 12. Cultural Value Dimensions and Brands: Can a Global Brand Image Exist? |
13. Understanding Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking14. Luxury Branding; PART IV. Psychological and Behavioral Effects of Strong Brand Relationships; 15. Attitudes as a Basis for Brand Relationships: The Roles of Elaboration, Metacognition, and Bias Correction; 16. Putting Conext Effects in Context: The Construction and Retrieval as Moderated by Attitude Strength (CARMAS) Model of Evaluative Judgment; 17. The Connection-Prominence Attachment Model (CPAM): A Conceptual and Methodological Exploration of Brand Attachment |
18. Love, Desire, and Identity: A Conditional Integration Theory of the Love of Things19. Customer Coping in Response to Relationship Transgressions: An Attachment Theoretic Approach; PART V. Conclusions and Research Directions; 20. Research Directions on Strong Brand Relationships; About the Editors and Contributors; Name Index; Subject Index |
|
|
|
|
|
|
Sommario/riassunto |
|
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. Featuring chapters by well-known marketing and psychology scholars, 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. |
|
|
|
|
|
|
|
| |