PDF Ebook Handbook of Brand Relationships, by Deborah J. MacInnis, C. Whan Park, Joseph W. Priester
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Handbook of Brand Relationships, by Deborah J. MacInnis, C. Whan Park, Joseph W. Priester
PDF Ebook Handbook of Brand Relationships, by Deborah J. MacInnis, C. Whan Park, Joseph W. Priester
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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.
- Sales Rank: #2557447 in Books
- Brand: Brand: M.E.Sharpe
- Published on: 2009-07-06
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.10" w x 7.10" l, 2.16 pounds
- Binding: Hardcover
- 432 pages
- Used Book in Good Condition
About the Author
Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the University of Southern California. She received her Ph.D. in marketing from the University of Pittsburgh in 1986 and holds a B.S. degree in psychology from Smith College. Dr. MacInnis has published papers in various journals; is a member of the editorial review boards of the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Market Focused Management; and serves as a reviewer for the Journal of Advertising and the Journal of Consumer Psychology. She is a past recipient of the Alpha Kappa Psi award, an honor awarded to the best paper published in the Journal of Marketing. She has also worked as a consultant to several major advertisers and advertising agencies, and she is currently President of the Association for Consumer Research.
Most helpful customer reviews
0 of 0 people found the following review helpful.
great book
By Flavio S. Bizarrias
This book gathers some of the most important authors, and scholars in the topic of brand relationship. Departing from a seminal study, the book presents a lot of points of view about the main theme, and also is very competent in discussing its relation with other constructs in marketing theory.
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