TY  - BOOK
AU  - Fournier,Susan
AU  - Breazeale,Michael
AU  - Fetscherin,Marc
TI  - Consumer-brand relationships: theory and practice 
SN  - 9780203128794 (e-book : PDF)
PY  - 2012///
CY  - Abingdon, Oxon, New York
PB  - Routledge
KW  - Customer relations
KW  - Branding (Marketing)
KW  - Relationship marketing
KW  - Research
KW  - Electronic books
KW  - lcsh
N1  - Includes bibliographical references and indexes; pt. 1. The what of brand relationships : exploring relationship varieties and types -- pt. 2. Understanding consumer-brand relationship bonds : brand love and other strength indicators -- pt. 3. How goals and identity drive consumers' relationships with their brands -- pt. 4. Managerial applications of consumer-brand relationship ideas; Also available in print edition
N2  - 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 how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area--
UR  - http://www.tandfebooks.com/isbn/9780203128794
ER  -