Consumer-Brand Relationships (PDF)
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The creation and management of customer relationships is fundamental to the practice of marketing and marketers have long maintained a keen interest in these relationships. The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that may inform theory and company best practices.
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.
Susan Fournier is Associate Professor and Dean's Research Fellow at Boston University, USA. Her research explores the creation and capture of value through branding and brand relationships and she has received five awards for her published work. She is an Editorial Board member of the Journal of Consumer Research and Journal of Marketing amongst others
Michael Breazeale is Assistant Professor of Marketing at University of Nebraska at Omaha, USA. His primary areas of research include the consumption of experiences and emotional branding. Mike has published articles in publications such as International Journal of Market Research, Marketing Management Journal and Journal of Business Research
Marc Fetscherin is an Associate Professor of the Crummer Graduate School of Business and the International Business Department at Rollins College, USA. His research has been published in leading academic journals such as International Business Review, International Marketing Review, European Journal of Marketing and Journal of Brand Management
- 2012, 1. Auflage, 456 Seiten, Englisch
- Herausgegeben: Susan Fournier, Michael Breazeale, Marc Fetscherin
- Verlag: Taylor & Francis
- ISBN-10: 1136470980
- ISBN-13: 9781136470981
- Erscheinungsdatum: 29.03.2012
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Grösse: 2.07 MB
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