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Record Nr. |
UNINA9910814030003321 |
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Titolo |
Handbook of brand relationships / / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors |
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Pubbl/distr/stampa |
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Armonk, N.Y., : M.E. Sharpe, c2009 |
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ISBN |
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1-317-46918-6 |
1-315-70388-2 |
1-317-46919-4 |
1-282-55483-2 |
9786612554834 |
0-7656-2648-9 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (449 p.) |
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Collana |
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Advertising and Consumer Psychology |
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Altri autori (Persone) |
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MacInnisDeborah J |
ParkC. Whan |
PriesterJoseph W |
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Disciplina |
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Soggetti |
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Relationship marketing |
Brand choice |
Branding (Marketing) |
Customer relations |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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"Society for Consumer Psychology"--Cover. |
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Nota di bibliografia |
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Includes bibliographical references and indexes. |
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Nota di contenuto |
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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- |
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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 |
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Sommario/riassunto |
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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. |
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