Handbook of Brand RelationshipsDeborah J. MacInnis, C. Whan Park M.E. Sharpe, 06.07.2009 - 424 Seiten 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. |
Inhalt
1 Lessons Learned About Consumers Relationships With Their Brands | 5 |
2 Using Relationship Norms to Understand ConsumerBrand Interactions | 24 |
3 Brand Loyalty is Not Habitual | 43 |
PART II Goals Needs and Motives That Foster Brand Relationships | 63 |
Toward a Theory of Brand Relationships | 65 |
Toward Understanding the Functions of Brand Relationships | 82 |
The Role of Reference Groups and Celebrity Endorsers in Creation of Brand Meaning | 107 |
A Social Identity Pathway to Liking and Evaluation | 124 |
The Influence of Analytic versus Holistic Thinking | 247 |
14 Luxury Branding | 267 |
PART IV Psychological and Behavioral Effects of Strong Brand Relationships | 281 |
The Roles of Elaboration Metacognition and Bias Correction | 283 |
The Construction and Retrieval as Moderated by Attitude Strength CARMAS Model of Evaluative Judgment | 305 |
A Conceptual and Methodological Exploration of Brand Attachment | 327 |
A Conditional Integration Theory of the Love of Things | 342 |
An Attachment Theoretic Approach | 358 |
Multiple Roles for Identification and Identification Discrepancies | 151 |
PART III Brand Meaning and Meaning Makers | 171 |
9 Collective Brand Relationships | 173 |
10 Building Brand Relationships Through Corporate Social Responsibility | 195 |
11 Ethnicity Race and Brand Connections | 212 |
Can a Global Brand Image Exist? | 230 |
PART V Conclusions and Research Directions | 377 |
20 Research Directions on Strong Brand Relationships | 379 |
About the Editors and Contributors | 395 |
| 405 | |
| 417 | |
Andere Ausgaben - Alle anzeigen
Handbook of Brand Relationships Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Eingeschränkte Leseprobe - 2014 |
Handbook of Brand Relationships Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Eingeschränkte Leseprobe - 2014 |
Handbook of Brand Relationships Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Keine Leseprobe verfügbar - 2009 |
Häufige Begriffe und Wortgruppen
Aaker Advertising African Americans American Aron attachment theory attitude object attitude strength attributes brand attachment brand attitudes brand community brand extension evaluations brand extension fit brand loyalty brand meaning brand personality brand relationships brand-self connections Cacioppo Chapter cognitive commitment company’s concept construct consumer behavior Consumer Psychology Consumer Research consumer-brand relationships consumption context cues cultural differences develop dimensions effect emotional ethnic evaluative judgments example favorable Fournier function goals habits hedonic Hispanic identification impact influence ingroup persuasion interaction Journal of Consumer Journal of Marketing Journal of Personality loss aversion luxury brand Management Marketing Research measure metacognitive motivation national culture negative one’s outgroup parent brand participants perceived Personality and Social perspective Petty positive predict reference groups relationship marketing relationship norms response Review Richard E role self-brand connections self-concept self-expansion social identity Social Psychology specific strategies strong brand symbolic Theory thinking thoughts variables versus Wegener