Handbook of brand relationships /

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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...

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Bibliographic Details
Call Number:Libro Electrónico
Corporate Author: Society for Consumer Psychology
Other Authors: MacInnis, Deborah J., Park, C. Whan, Priester, Joseph W.
Format: Electronic eBook
Language:Inglés
Published: London ; New York : Routledge, 2015.
Series:Advertising and consumer psychology.
Subjects:
Relationship marketing.
Brand choice.
Branding (Marketing)
Customer relations.
Marketing relationnel.
Marques de commerce > Choix.
Stratégie de marque.
branding.
Brand choice
Customer relations
Relationship marketing
Online Access:Texto completo
Table of Contents:
  • pt. 1. Fundamental issues in brand relationships
  • pt. 2. Goals, needs, and motives that foster brand relationships
  • pt. 3. Brand meaning and meaning makers
  • pt. 4. Psychological and behavioral effects of strong brand relationships
  • pt. 5. Conclusions and research directions.

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