Verwandte Artikel zu Handbook of Brand Relationships

Handbook of Brand Relationships - Hardcover

MacInnis, Deborah J.; Park, C. Whan; Priester, Joseph W.

 
9780765623577: Handbook of Brand Relationships
Hardcover
ISBN 10: 0765623579 ISBN 13: 9780765623577
Verlag: Taylor & Francis Ltd, 2009

Inhaltsangabe

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. 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. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

C. Whan Park is the Joseph A. DeBell Professor of Marketing and Director of the University of Southern California’s Center for Global Branding. He has published numerous articles in leading marketing journals, such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. His current research is in the areas of brand attachment, branding strategy, and consumers’ aesthetic experiences. He is an editorial board member of the Journal of Marketing. He is active in executive education nationally and around the world. He currently serves as editor of the Journal of Consumer Psychology. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California. Her research focuses on consumer behavior with an emphasis on emotion, persuasion, and branding. She is an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. She has served on the editorial review boards of the top journals in marketing and consumer behavior. She won the Alpha Kappa Psi Award from the Journal of Marketing and the best article award from Seoul National Journal for her work on branding and management. She is also a recipient of the Journal of Marketing’s Maynard Award and has been nominated for several other awards, including the Converse Award. She is a past president and past treasurer of the Association for Consumer Research and has received Marshall, USC, and national teaching awards. Joseph R. Priester is Associate Professor of Marketing at the Marshall School of Busi[1]ness, University of Southern California. His research focuses on brand attachment, attitudes, and creativity. He is serving or has served as an associate editor for the Journal of Consumer Research and the Journal of Consumer Psychology. He is also a member of the editorial review board of the Journal of the Academy of Marketing Science. He is a past president of the Society for Consumer Psychology. He is also the recipient of the Marshall School Teaching Award.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Taylor & Francis Ltd
Erscheinungsdatum
2009
Sprache
Englisch
ISBN 10 
0765623579
ISBN 13 
9780765623577
Einband
Gebundene Ausgabe
Anzahl der Seiten
432
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Taylor & Francis Verlag GmbH
GPSR@taylorandfrancis.com

Kaufingerstraße 24, 80331 München, Germany
München
Deutschland