000			02728nam a2200361Ia 4500
001			9780203128794
003			BD-DhSAU
005			20151012151720.0
006			a|||||s|||||||||||
007			cr||||
008			120327s2012 enka sb 001 0 eng d
020			_a9780203128794 (e-book : PDF)
040			_aBD-DhSAU _cBD-DhSAU
090			_aHF5415.5 _b.C662 2012
092			_a658.8343 _bC758
245	0	0	_aConsumer-brand relationships _h[electronic resource] : _btheory and practice / _cedited by Susan Fournier, Michael Breazeale, and Marc Fetscherin.
260			_aAbingdon, Oxon ; _aNew York : _bRoutledge, _c2012.
300			_axxvi, 424 p. : _bill.
504			_aIncludes bibliographical references and indexes.
505	0		_apt. 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.
520			_a"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"-- _cProvided by publisher.
530			_aAlso available in print edition.
538			_aMode of access: World Wide Web.
650		0	_aCustomer relations.
650		0	_aBranding (Marketing)
650		0	_aRelationship marketing _xResearch.
655		7	_aElectronic books. _2lcsh
700	1		_aFournier, Susan.
700	1		_aBreazeale, Michael, _d1964-
700	1		_aFetscherin, Marc.
776	1		_z9780415783033 (hardback) _z9780415783132 (pbk)
856	4	0	_uhttp://www.tandfebooks.com/isbn/9780203128794
999			_c12694 _d12693