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Consumer-brand relationships[electronic resource] :theory and practice /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8343
書名/作者:	Consumer-brand relationships : theory and practice // edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin.
其他作者:	Fournier, Susan.
出版者:	Abingdon, Oxon ; : Routledge,, 2012.
面頁冊數:	xxvi, 424 p. : : ill.
標題:	Customer relations.
標題:	Branding (Marketing)
標題:	Relationship marketing - Research.
ISBN:	9780203128794 (e-book : PDF)
書目註:	Includes bibliographical references and indexes.
內容註:	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.
摘要、提要註:	"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"--
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Consumer-brand relationships[electronic resource] :theory and practice /
Consumer-brand relationshipstheory and practice /[electronic resource] :edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin. - Abingdon, Oxon ;Routledge,2012. - xxvi, 424 p. :ill.

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.

"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"--

Mode of access: World Wide Web.

ISBN: 9780203128794 (e-book : PDF)Subjects--Topical Terms:

337138
Customer relations.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5415.5 / .C662 2012

Dewey Class. No.: 658.8343 / C758

Consumer-brand relationships[electronic resource] :theory and practice /
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300 $a xxvi, 424 p. : $b ill.
504 $a Includes bibliographical references and indexes.
505 0 $a 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.
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"-- $c Provided by publisher.
530 $a Also available in print edition.
538 $a Mode of access: World Wide Web.
650 0 $a Customer relations. $3 337138
650 0 $a Branding (Marketing) $3 339624
650 0 $a Relationship marketing $x Research. $3 651184
655 7 $a Electronic books. $2 local $3 336502
700 1 $a Fournier, Susan. $3 651182
700 1 $a Breazeale, Michael, $d 1964- $3 651183
700 1 $a Fetscherin, Marc. $3 472156
776 1 $z 9780415783033 (hardback) $z 9780415783132 (pbk)
856 4 0 $u http://www.tandfebooks.com/isbn/9780203128794 $z Click here to view