Handbook of brand relationships / / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors

• Pubblicazione: Armonk, N.Y., : M.E. Sharpe, c2009
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (449 p.)
• Disciplina: 658.8/27
• Soggetto topico: Relationship marketing; Brand choice; Branding (Marketing); Customer relations
• Altri autori: MacInnisDeborah J ParkC. Whan PriesterJoseph W
• Note generali: "Society for Consumer Psychology"--Cover.
• 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.
• Titolo autorizzato: Handbook of brand relationships
• ISBN: 1-317-46918-6; 1-315-70388-2; 1-317-46919-4; 1-282-55483-2; 9786612554834; 0-7656-2648-9
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910814030003321
• Lo trovi qui: Univ. Federico II
• Serie: Advertising and Consumer Psychology